Senior citizens rarely get their own specially tailored products, but here’s a cool one from Beck's Brewery in Brazil—a limited-edition beer formulated specifically for those over 70.

As people age, they develop more resistance to bitter flavors. The new Beck’s 70+ brew was created with stronger bitterness, so people over 70 can experience the same taste, regardless of age.

AKQA developed the campaign around the new brew, which includes the amusing video below, which spoofs the scene from Superbad where McLovin goes to the convenience store to buy beer.

The beer was introduced this past weekend at the Gop Tun Festival in São Paulo, where a VIP list of drinkers 70 and over samples the new beer. The campaign serves as a de facto statement on aging, even down to the color of the packaging, described as a “sophisticated grey.”

“With new behaviors in everyday life, maturity takes on a different meaning in today’s society,” said Rodrigo Barbosa, creative director at AKQA. “The idea of aging well, which used to be limited to a younger appearance, without wrinkles or grey hair, has gained new meanings. Today, aging well is being able to continue enjoying all the most delicious experiences in life—including a great beer. It is a dialogue with the pro-aging culture movement, which understands that age does not limit people’s desires and aspirations.”

See some print ads from the campaign below.