Client: Beck's Vier
Beck’s Vier has transformed The O2 - the world’s number one entertainment destination – with a contemporary new look for bars serving thousands
of visitors to the London venue.
Vier-themed bars reflecting the imagery of distinct musical genres – pop, jazz, hip hop, dance and rock - are now open for business as part of a re-branding initiative by InBev UK which is a Founding Partner of The O2.
The new look bars are the results of the first ever collaboration between the brewer and experiential agency TRO.
“The striking bar areas are planned to vividly illustrate that Beck’s Vier, like its parent brand Beck’s, is different by choice,” said Alex Weston, TRO Designer.
“We have created bar concepts that communicate the contemporary appeal of Beck’s Vier and illustrate its links with different styles of music so that it will tap into the tastes of a wide range of visitors to The O2.”
The O2 initiative is part of an ongoing programme of activity that aims to position the brand as a supporter of music and arts, both popular amongst Beck’s young male target audience.
Dave Stratton, Senior Brand Manager for Beck’s UK and Ireland, said, “This activity will strengthen the brand’s relationship with the music scene and improve the consumer experience for thousands of people visiting the venue.
“As a premium 4% lager we also want to ensure consumers get a premium experience every time they have a pint of Beck’s Vier - from purchase to consumption – and this upgrade of the bar design and facilities will help deliver that. It underlines the brand’s growing links with contemporary music and art.”
Since its launch in 2006, Beck's Vier has risen to become the sixth biggest selling draught lager in England and Wales and is the fastest growing lager brand in terms of volume and distribution.
The O2, which was formerly known as the Millennium Dome, was opened last year and has since hosted a range of world-class events from the likes of Justin Timberlake, Prince, The Rolling Stones, Elton John and Take That.