A Jewel on the Magnificent Mile: BECK'S SAPPHIRE Celebrates Launch in Pop-Up "Jewelry Store" Launch event featured live performance by acclaimed Chicago band Hey Champ, alongside installation by celebrated artist Moritz Waldemeyer

ST. LOUIS, Jan. 24, 2013 /PRNewswire/ -- Today BECK'S opened a pop-up "jewelry store" along the Magnificent Mile in Chicago, Ill. to celebrate BECK'S SAPPHIRE, the latest innovation in high-end beer. The space, located at 840 North Michigan Avenue, will host a series of private events in the coming weeks. BECK'S SAPPHIRE hosted an invitation-only private event last night featuring a live performance from acclaimed indie rock/house band Hey Champ.

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

BECK'S SAPPHIRE opened a similar space just off Rodeo Drive in Los Angeles last week, and plans to open additional spaces in the coming days. The spaces are all found in the country's most prized real estate locations, including SoHo in New York City and along South Beach in Miami. 

The BECK'S SAPPHIRE pop-up "jewelry store" on Michigan Avenue showcases an art installation designed by Moritz Waldemeyer, the famed German designer and engineer. The space features 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. 

"It took our brewmasters and engineers more than two years to develop Beck's Sapphire and our exclusive black bottle," said Chris Curtis, brand manager, Beck's. "So we feel a special sense of satisfaction introducing consumers to the latest in high-end beer. We invite new and old friends to stop by and see the latest innovation from the world's best-selling German beer brand."

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 Feb. 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. 

No beer will be available, served or consumed at the venue during events open to the general public.

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 Chicago and 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 SAPPHIRE



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