Beck's 70+ is a Bitter Beer Exclusively for Mature Drinkers
Laura McQuarrie — April 27, 2023 — Marketing
References: famouscampaigns
It's a fact that our taste buds change with age and to acknowledge this, Beck's Brewery created Beck's 70+, a beer exclusively made for the taste preferences of more mature consumers. This beer embraces a more bitter taste for more advanced palates and it positions itself as an aspirational product that adults will want to try when they get older.
To introduce Beck's 70+ to the world, Beck's Brewery teamed up with AKQA to create an anti-ageist campaign and an exclusive event at the Gop Tun Festival, where some VIPs over 70 will sample the beverage. “Aging well is being able to continue enjoying all the most delicious experiences in life – including a great beer. It is a dialogue with the pro-aging culture movement, which understands that age does not limit people’s desires and aspirations,” says Rodrigo Barbosa, Creative Director at AKQA.
To introduce Beck's 70+ to the world, Beck's Brewery teamed up with AKQA to create an anti-ageist campaign and an exclusive event at the Gop Tun Festival, where some VIPs over 70 will sample the beverage. “Aging well is being able to continue enjoying all the most delicious experiences in life – including a great beer. It is a dialogue with the pro-aging culture movement, which understands that age does not limit people’s desires and aspirations,” says Rodrigo Barbosa, Creative Director at AKQA.
Trend Themes
1. Senior-targeted Products - Companies can capitalize on the aging population's changing tastes by creating products specifically tailored to their needs and preferences, like Beck's 70+ beer.
2. Anti-ageist Marketing - Marketing campaigns that embrace positive attitudes towards aging can resonate with older consumers, as demonstrated by Beck's 70+ campaign.
3. Aspirational Aging - Brands can position their products as aspirational and desirable for older consumers by catering to their evolving tastes and preferences, similar to how Beck's 70+ beer positions itself as a beer that adults will want to try when they get older.
Industry Implications
1. Brewing - The brewing industry can create new product lines targeting older consumers, like Beck's 70+ beer, to tap into a growing market segment.
2. Marketing and Advertising - Anti-ageist marketing campaigns and messaging can resonate with older consumers and create a positive image for brands catering to their needs and preferences.
3. Food and Beverage - Companies in the food and beverage industry can create products specifically targeted towards the aging population's changing tastes and preferences, similar to Beck's 70+ beer.
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