Last night, it was a mix of beer and celebs at a private event in Beverly Hills, toasting Beck’s new beer blend, Sapphire. Calling it a pop-up “jewelry store,” (Sapphire, get it?) the space showcased a unique art installation designed by Moritz Waldemeyer, the famed German designer and engineer who has worked with some big shots in entertainment, including Rihanna, U2, Ellie Goulding and many others.
The geographically desirable crowd, such as the ladies from 90210, Shenae Grimes and Jessica Lowndes , greeted each other with big hugs and hung out in the VIP area while their beau’s enjoyed the beer.
Krysten Ritter (Don’t Trust the B- in Apartment 23) who looked smashing (not “smashed”) in a LBD, happily took photos with the fans.
The brand will open three additional spaces in the most ritzy real estate locations across the United States, including SoHo in New York City, on Michigan Ave. in Chicago and along South Beach in Miami.
Why “sapphire” you ask? the Beck’s beer is brewed with German sapphire aroma hops, which are traditionally used as a finishing or conditioning hop, so it has a smooth finish. Yum!
What do you think?