It is prohibited for under 70.

With age, the ability to taste bitterness decreases. As a beer with bitterness as its signature, Beck's created a new product from scratch: Beck's 70+, very limited edition tailormade for mature drinkers with a unique formula that compensates for the loss of sensitivity. So everyone could taste the same flavor of a Beck's, regardless of age.

We launched Becks 70+ through an integrated campaign featuring a film inspired by the classic McLovin fake ID scene from the movie Superbad. We promoted it at one of Brazil's biggest electronic music festivals, with an exclusive 70+ VIP area, where those under 70 could only get access if accompanied by a grandparent. We were generating a FOMO in Gen Z.