InBev has created Beck’s Vier branded bars at The O2 as part of its push to promote its association with music.
The new-look bars have been created by experiential agency TRO and themed in different musical genres such as pop, jazz, hip hop, dance and rock.
The initiative is part of an ongoing programme to position the beer brand as a supporter of music and arts, and aims to target young male consumers.
It builds on the brand’s existing music association, such as its Beck’s Fusions event, which aimed to bring together leading artists and musicians together to perform at Manchester’s Castlefield Arena and took place earlier this month. It was headlined by Massive Attack and United Visual Artists.
In other marketing activity, Beck’s Canvas is an ongoing initiative that gives contemporary artists the chance to design new labels, which are currently featured on Beck’s bottles (MW September 11).
The O2, formerly the Millennium Dome, opened last year. As part of its founding partner agreement with InBev UK, the brewer secured the rights to create branded bars within the arena and VIP hospitality areas.