The older we get, the more we enjoy bitterness. It may sound like a reflection on life, but in this case, it’s a scientific fact. From the age of 70, our taste buds begin to die, making us seek even stronger bitter flavors. In a market where every beer brand is fighting for young people’s attention, we decided to challenge age bias. So we created something the world had never seen before: Beck’s 70+.
The world's first beer prohibited for under 70 yo.