NEW YORK — Beck’s Sapphire is now the official beer sponsor of Mercedes-Benz Fashion Week, the globally famed season opener for the world’s fashion industry. The latest from the world’s top-selling German beer brand, Beck’s Sapphire is housed in a sleek black bottle, an innovation that took two full years to perfect. Given the brand’s packaging and its smooth taste profile, Beck’s Sapphire has elected to deepen its relationship with the tastemakers and trendsetters who attend Mercedes-Benz Fashion Week.
Beck’s Sapphire will serve as the beer sponsor at both the Fall 2013 and Spring 2014 Collections and its sponsorship will feature an eclectic mix of tastings, exhibits and parties. The Fall shows begin onThursday, February 7, and run through Thursday, February 14.
“Establishing a relationship with Mercedes-Benz Fashion Week made perfect sense as we introduce Beck’s Sapphire,” said Adam Oakley, vice president of imports, crafts and specialty beers at Anheuser-Busch. “When we created Beck’s Sapphire, we emphasized style — the black bottle in particular was created for consumers with discerning taste. Mercedes-Benz Fashion Week serves those consumers directly, so we see them as an ideal long-term partner.”
Beck’s Sapphire will be prominently represented and showcased throughout New York City and inside Mercedes-Benz Fashion Week at Lincoln Center, where guests can interact with the brand.
The brand is hosting several private after-parties for prominent fashion designers. Friends of Beck’s Sapphire will also be present at the designer runway shows that are Mercedes-Benz Fashion Week’s primary draw.
Mercedes-Benz Fashion Week is one in a continuing series of celebrations for Beck’s Sapphire, which first appeared on New Year’s Eve at private parties and clubs in New York, Los Angeles, Chicago andMiami. The brand then opened pop-up “jewelry stores” in select neighborhoods in each city, hosting private events featuring Hollywood actresses and popular bands. One such event took place on Tuesday, January 29, in New York’s SoHo neighborhood; it served as an advance celebration of Beck’s Sapphire’s Super Bowl appearance on February 3. Photographers snapped shots of celebrity attendees including Kat McPhee, while virtuoso rock-jazz pianist ELEW and Australian house/disco artist Chet Faker performed.
Faker’s remix of the classic 1990s song “No Diggity” served as the soundtrack to Beck’s Sapphire’s Super Bowl spot. As Faker’s “No Diggity” plays, a surprise admirer — a black goldfish — circles the brand’s signature black bottle, mesmerized. The spot appeared in the Super Bowl’s third quarter, and was the first such ad in the history of the Beck’s brand.
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 nationwide. It is also available in premium grocery and liquor accounts nationwide in 12-oz black glass bottles in six- and 12-packs.