Beck's: Beck's Starter Pack

In 2020, Becks, the #1 selling german beer in the world was officially launched in Brazil as the most bitter mainstream beer in the market with an IBU 20.
But we faced a big problem: due to decades of light beer consumption, Brazil has one of the most immature taste levels in the world. Plain and simple, they're used to lighter and weaker beers. So, we had to get the country ready for Beck's strong flavor. And we did it by asking Brazilians to drink beers from the competition.

Beck's Starter Pack is a 6-pack that comes with 01 Beck's plus 5 different beers from the competition arranged in a gradual scale of IBUs.

It featured beers with an IBU of 8, 9, 13 and 16. To evolve their palates, IBU by IBU, people simply had to drink the beers following the correct IBU order. After the 5th beer, they were then ready for the last one: Beck's and its strong IBU 20 flavor.

After 48 hours, the package was sold out. Well, at least on Beck's official channels, since Beck ’Starter Packs could be found being sold on e-commerce platforms. At twice the original price, of course.