Saatchi & Saatchi Argentina Builds a Leaning Bar for Perfect Pint Pulling for Andes Beer

The search for the elusive perfect pint may feel like a never-ending quest, but one Argentinean agency may have found a solution.

It turns out, if you want to pour the perfect glass of beer, the key lies in tilting the glass 45º. That’s how you’ll get the head of the beer just right.

That’s why Andes, Mendoza’s iconic beer brand, together with Saatchi & Saatchi developed an ambitious project: they used the natural gradient of the Andes mountain range to build a sloping bar.

Bar 54 is bar where everything leans on an angle. And we mean everything: floor, bar, doors, windows, tables, chairs and of course, the kegerator. That means each beer served inside the bar is perfect.

“Finally, this architectural challenge at the service of beer came true in The Penitentes Hill, Mendoza, where everyone could drink an Andes with the right beer head in the first and unique leaned bar of the world,” commented Saatchi & Saatchi ECD’s Matías Lafalla and Ramiro Rodríguez Gamallo.

Source: Little Black Book

  45 Degree Bar, Advertising, Alcohol, Andes, Argentina, Bar 54, Beer, Beverage, Campaign, Saatchi & Saatchi