Beck’s Creates Beer Prohibited For Drinkers Under 70
As the saying goes, growing old is mandatory, but growing up is optional. With Beck’s Brewery’s newest beer, the party only starts when you’re in your 70s.
The brewer has crafted a limited-edition Beck’s 70+ beer for the advanced palates of mature drinkers. Interestingly, those aged 69 and below are banned from buying it.
Available in Brazil, the specialized formula is bitterer than the usual pilsner as it adapts to older folks’ greater resistance to tart flavors. “This ensures that all consumers can enjoy the same distinctive taste, regardless of age,” says AKQA, the digital design and communications agency in charge of the campaign.
¡Beck's Brewery creó una edición limitada de cerveza especialmente diseñada para mayores de 70 años!
— Weplashâš¡ï¸ (@weplash) April 26, 2023
Beck's 70+ tiene una fórmula única que compensa el cambio en los gustos a medida que las personas envejecen.
Su objetivo es celebrar a los adultos mayores de 70 años y darles… pic.twitter.com/IFq2tbQQaB
Appealing to silver foxes and silver vixens, Beck’s 70+’s packaging is also more sophisticated, splashed in gray.
To promote the drink, Beck’s Brewery released a short film parodying the famous McLovin scene from Superbad. In it, a senior gets IDed when trying to purchase Beck’s 70+, while her underage friends watch on in anticipation through the glass walls of the store.
4/4 While Lord Nelson Brewery did it with clever, humor and great writing, Beck's does it with an in-your-face narrative by flipping the standard scene of a youngster trying to purchase alcohol at a store where we see a 70-year-old showing the ID to prove that she is 70+ indeed. pic.twitter.com/bZxEKAHHVg
— Karthik 🇮🇳 (@beastoftraal) April 26, 2023
Beck’s 70+ aims to remind the young at heart that life can still be exciting in old age. The beer is at the core of the brand’s pro-aging initiative showing that it’s all about indulging in life’s grand experiences.
Mirroring the usual process of obtaining booze, Beck’s has created an online storefront that only lets customers purchase the 70+ drink after they upload an ID verifying their age. The company also only permits partnering retailers to sell the beer to those of age.
The special beer was served at São Paulo’s Gop Tun Festival, but only to VIP guests aged 70 and up.
[via Ads of the World and Muse by Clio, images via various sources]
