By Annette Shailer

Beck’s has launched limited-edition packaging, point-of-sale and an above-the-line campaign to celebrate the 20th anniversary of the fall of the Berlin Wall.

The commemorative carton features an image of the Berlin Wall and will be available in bottle shops until mid-November.

This activity will be accompanied by a larger media and public relations campaign, which includes limited-edition merchandise, events and on-premise photographic exhibitions at venues in Sydney, Melbourne, Adelaide and Perth.

Lion Nathan category director – premium, Arno Lenior, said that the fall of the Wall on November 9, 1989 marked a new beginning for Berlin.

“The reunification between the East and the West saw the city become a hub of creativity, reinvention and inspiration. Twenty years on, Berlin has become renowned for its distinct music, art, design and cultural innovation,” Lenior said.

“Our drinkers are intrigued by the Berlin we’ve presented in previous campaigns and we want to celebrate this important anniversary by inspiring people to discover this moment in history and the modern art and lifestyle culture Berlin now represents.”

The on-premise photographic exhibition captures 20 hours in the lives of a small group of real Berliners, featuring places along the boundaries of the former divide.

The Beck’s photo exhibitions will be held for 20 days from November 1 at the Tilbury Hotel in Sydney, The Croft Institute in Melbourne, Griffins Head in Adelaide and Luxe Bar in Perth.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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