Beck’s Bier, the no.1 German beer worldwide, has been hosting exclusive ‘Lockin’ parties for staff from some of the hottest bars and clubs in Sydney, Melbourne and Brissie. As you’d expect from the creator of the Beck’s Berlin Sessions and the all-in-one culture guide ÜBERSELEKTOR, the Beck’s Lockins featured some of the great names in Australian electronic music – with DJ Goodwill and Hook N Sling kicking off in Sydney, Harris Robotis and DJ Kuya mixing it up in Melbourne, and Raye Antonelli and Habebe bringing the events to a close in Brisbane.
The impressive line-up ensured that entry to the Beck’s Lockins were the hottest tickets in town – for those lucky enough to get their hands on one. Invitations were strictly limited to staff from bars participating in the latest Beck’s Lockin trade engagement initiative, which utilises digital touchpoints to engage with staff in venues throughout Sydney, Melbourne and Brisbane. Once inside, partygoers were treated to an exclusive night of electronic sights, sounds, food and, of course, a few Beck’s biers.
“The Berlin Sessions are already well-known throughout the industry as some of the coolest events to be seen at, and we wanted to create something that went a step further for bar staff who have shown us such great support,” says Arno Lenior, Premium Category Marketing Director at Lion Nathan, which owns Beck’s.
Aussies were introduced to Beck’s in 2001. Thanks to the support of beer lovers and bar staff in venues around the country, its popularity has steadily increased and it is now ranked as one of the leading European premium lagers in Australia.
Beck’s is proud of its German heritage, and created the Beck’s Berlin Sessions – a series of national tours, featuring both established and underground artists and producers flown in direct from Berlin – in 2008, to enable Aussie audiences to experience a taste of Berlin’s unique and vibrant club culture. And, to keep music fans updated on the Beck’s Berlin Sessions, where to find free gig tickets, rare record releases and all the coolest stuff around, Beck’s ÜBERSELEKTOR was launched this year.
To see images of the Beck’s Lockin events, go to www.flickr.com/photos/becksbier
Find out more about Beck’s, the Berlin Sessions and ÜBERSELEKTOR at www.becksbier.com.au