Beck’s 70+ can be found in VIP areas at events for that age group.| Photo: Tinho Sousa

The German brewery Beck’s announced a new product, aimed at the public over 70 years old, Beck’s 70+. The drink has a more intense bitterness, to meet the demand of the elderly public, who have a reduced perception of bitterness over the years. The beer will not be sold, it will be available in VIP areas for the older public at various events.

“Beck’s 70+ is a dialogue with the pro culture movement. aging who understands that age does not limit people’s desires and aspirations. We are experiencing the return of the Y2K and, for the first time, we see GenZ building this aesthetic movement with the elderly. Beck’s 70+ represents what we already see on the streets: 70+ year-olds giving new meaning to what it means to be over 70 years old”, says Lara Azevedo, marketing director at Beck’s

“In light of this, when we understood that age could be altering the perception of our product’s bitterness, we decided to create a version to ensure that the taste experience of Becks’s between ages is the same. Beck’s 70 has a higher IBU, a product made for very demanding palates, for those who don’t let age limit their experiences”, adds Lara.

To accompany the launch of the beer, an advertising film was created that plays with the idea of ​​the product being “forbidden for people under 70”. The video can be accessed through the link.