Beck's launches 4% Vier with packs by Futurebrand

by Staff

April 04, 2006

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Beck's launches 4% Vier with packs by Futurebrand

LONDON - InBev UK has unveiled the design and brand identity for its 4% ABV Beck's Vier lager, which launches this month.

With packaging and on-trade material designed by FutureBrand, the premium lager will be available on draught and in 375ml cans.

The brand, whose German name translates as "four", is being positioned at the top end of the standard lager sector and will be supported by a £4m promotional campaign as part of a total £12m spend on Beck's variants this year. Support for Vier will include press ads later in the year.

The product was tested in 50 pubs and bars in five cities across the UK earlier this year.

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