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Beck’s Beck’s Frequency

Insight

Oxford University studies indicate that low sound frequencies enhance the brain’s perception of bitter flavours.

Beck’s put this theory to the test, in an experiment that explores the interplay between senses.

A close-up view of an audio waveform displayed on a digital screen, showing peaks and valleys representing sound amplitude over time. The image features a dark waveform on a light background with grid lines.

Idea

Using a frequency of 73 Hz can alter the flavour of any beer to make it taste more bitter.

Taking Beck’s signature music genre to amplify a signature taste, electronic DJs have reworked tracks at 73 Hz, to intensify the sensation of bitter flavours.

Brazilian DJ Badsista tested the effect of Beck’s Sound Frequency on people for a short film. The group were amazed to find the beer is much sweeter when the track is switched to a regular frequency, even though the liquid in hand is the same. A self-guided playlist offers an interactive version of this test to try at home.

A smartphone displaying a dark-themed app screen with a Beck’s beer can, green soundwave graphics, and text reading “BEST FREQUENCY” and “MORE BECK’S + FREQUENCY.” The phone is tilted at an angle on a black background.
A hand adjusts a slider on a sound mixing console. A piece of tape labeled “Mais Amado” is visible beneath the slider, and various buttons and colored lights surround the control panel.

Impact

Beck’s is bitter in any frequency.

Beck’s Sound Frequency uniquely highlights how music can affect taste, meaning Beck’s bitterness can be achieved anywhere, with any beer.

Curious? ↘
A close-up of a table with electronic components, green and red buttons, a soda can, and cables. In the background, there is a leather chair and a glowing green monitor, with red digital numbers on a wall display.
A person stands in a dark, futuristic room lit by neon green and blue lights, with illuminated screens and equipment reflecting on the shiny floor. The BECK’S logo is visible in the background.
A person with long, light-colored braids sits on a chair, smiling and wearing headphones, in a dimly lit room with digital clocks displaying red numbers in the background.

  • Gold

    Radio & Audio

  • Gold

    Interactive

  • AdweekSynesthetic stunt from AKQA shows how music can alter the senses ↘
  • Trend HunterBeck’s sound shows how music can effect beer’s taste ↘
  • Muse by ClioFun stunt from AKQA in Brazil ↘

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