Latest in High-End Beer Marketing: BECK'S SAPPHIRE Opens Pop-Up "Jewelry Store" in Beverly Hills

Launch event featured Shenae Grimes, Jessica Lowndes & Krysten Ritter, alongside installation by celebrated artist Moritz Waldemeyer

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Beck's

Jan 18, 2013, 05:26 ET

ST. LOUIS, Jan. 18, 2013 /PRNewswire/ -- Today BECK'S opened a pop-up "jewelry store" in Beverly Hills to celebrate BECK'S SAPPHIRE, the latest innovation in high-end beer. The space will host a series of private events over the next few weeks, with the official opening last night. The BECK'S SAPPHIRE space can be found at the corner of Rodeo Drive and Santa Monica Boulevard (9495 South Santa Monica Boulevard, Beverly Hills).

(Logo: http://photos.prnewswire.com/prnh/20130102/NY35671LOGO-a )

For the official opening, BECK'S SAPPHIRE hosted a private event last night featuring a mix of rising stars from across greater L.A. Celebrities in attendance included Shenae Grimes (90210), Jessica Lowndes (90210) and Krysten Ritter (Don't Trust the B- in Apartment 23).

The brand will open three additional spaces in the most prized real estate locations across the United States, including SoHo in New York City, on Michigan Ave. in Chicago and along South Beach in Miami.

All of the BECK'S SAPPHIRE pop-up "jewelry stores" will showcase a unique art installation designed by Moritz Waldemeyer, the famed German designer and engineer. The spaces feature a clean, modern aesthetic, interspersed with the exclusive artwork designed by Waldemeyer, whose work represents a "fusion of technology, art, fashion and design." Waldemeyer has worked with some of the most iconic names in entertainment, including Rihanna, U2, Ellie Goulding and many others.

"Beck's Sapphire has been well received by consumers at events from coast to coast. It took our engineers more than two years to develop this smooth of a beer and our exclusive black bottle," said Chris Curtis, brand manager, Beck's. "The pop-up space gives us an opportunity to showcase Beck's Sapphire to our friends in Los Angeles in a truly special way. We invite new and old friends across L.A. to stop by and see this celebration of German beer and German innovation."

To capture the introduction, BECK'S SAPPHIRE filmed a special video featuring an exotic black panther adorned with a necklace with a rare sapphire gem. Model Ivana Korab walked the panther down Rodeo Drive through the BECK'S "jewelry store" front door to deliver the sapphire gem to its proper place in the art installation. The model was dressed by HUGO BOSS and shot with Leica cameras. The film will be introduced through NOWNESS later this month.

"We have established a special relationship with Hugo Boss and Leica Camera," said Curtis. "Hugo Boss, Leica Camera and Beck's share a German heritage and sit at the pinnacle of German innovation, design and engineering. We are very proud to work with them and showcase their tradition of German innovation."

The rest of the world will be introduced to BECK'S SAPPHIRE during the Super Bowl on Feb 3, the largest stage in advertising. Over 112 million consumers will view the ad on February 3, which features a surprising admirer and a special remix of a well-known '90s anthem. BECK'S SAPPHIRE will release the details of its Super Bowl spot at a later date.

About BECK'S SAPPHIRE
BECK'S SAPPHIRE is brewed with German sapphire aroma hops, which are traditionally used as a finishing or conditioning hop. German sapphire hops give BECK'S SAPPHIRE its distinctly smooth finish. You will find BECK'S SAPPHIRE in high-end clubs, bars and restaurants in Los Angeles and nationwide. It is also be available in premium grocery and liquor accounts nationwide in 12-oz black glass bottles in six- and 12-packs.

For more details, please visit www.facebook.com/becksbeer or www.beckssapphire.com.

SOURCE Beck's