Beck’s Beer Tastes Different When You Listen to These Tracks by Brazilian DJs

Synesthetic stunt from AKQA shows how music can alter the senses

Beck's and AKQA created a sound frequency that makes beer taste more bitter. Beck's / AKQA SP

December 1, 2020

Beer brand Beck’s, with the help of AKQA in São Paulo, has created music that reaches a frequency it claims can alter the taste of beer to make it more bitter.

Sara Spary

@saramayspary sara.spary@adweek.com Sara Spary is a freelance journalist based in London. She's been a reporter for eight years, covering advertising and consumer brands.