Inbev opens Beck’s Vier bars at the 02

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.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here