Music was used to create the taste of this new beer
AB InBev worked with David Buenos Aires on Costeña Bacana brew
Aug 19, 2020
A new Colombian beer brand from AB InBev was created using an unusual method: playing music to change the brewing process and influence the taste.
AB InBev's Bavaria Group worked with agency David Buenos Aires on the launch of Costeña Bacana, the taste of which is apparently "enhanced" by the power of music. The campaign was inspired by studies developed by Japanese businessman Masaru Emoto, which showed that vibrations can have an influence on water crystals. David brought in popular Colombian band Bomba Estéreo to perform a concert next to the water tanks at the Bavaria-ABInBev Colombia beer production plant in Bogotá, with the idea that the vibrations would infuse the brewing process. The concert can be seen here in a short film made to promote the brew.
"We firmly believe in what Dr. Emoto says: 'everything in this world vibrates,'" explains Nacho Flotta, general creative director at David. "He discovered a way to measure it through water crystals. So we asked ourselves: since beer is mostly water in its composition, why don't we take advantage of that and add an ingredient with positive vibration to the production?"
Jorge Velásquez, director of premium and special brands at Bavaria, adds: "Costeña Bacana is a new beer with which we want to transmit positivism and good vibes. The best way to ensure that it did so was by using the vibrations emitted by a musical rhythm charged with good energy and simplicity".