Beck’s Michigan Avenue Pop-Up Shop

Company building buzz in advance of Super Bowl ad.

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Becks debuted a pop-up jewelry store at 840 North Michigan Avenue Wednesday to help promote its new Beck's Sapphire beer. The brand is unveiling a Super Bowl ad in February, and is opening similar stores in LA, Chicago and Miami to help build buzz beforehand. Invite-only events will be held at the space leading up to the big game.
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