InBev-owned lager brand Beck's is launching a nationwide in-trade promotion as it seeks to align itself more closely with music.
The promotion kicks off in bars this month and awards a scratchcard to every customer who buys a bottle of the lower-alcohol brand Beck's Vier. Consumers have a one in ten chance of winning an instant prize, including branded speakers or a branded polo shirt.
Promotional kits will include posters, back bar displays and table talkers.
The campaign follows on from the brand's Fusion campaign earlier this year which included a series of live music events.
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