A 30-second ad with the strapline "different by choice" is targeted at 18 to 34-year-old men, and will run on ITV, Channel 4, Five, cable and pub channels in March and April, and again in the summer.
The ad shows a collection of people, places and things which "have achieved success by setting their own rules" - including freeform painters, a human beat box, punks and mini-skirts.
Beck's brand director Vikki Babb said: "The campaign vividly illustrates that Beck's Vier, like its parent brand Beck's, is different by choice - choosing not to compromise its brewing heritage, product credentials and taste.
"Beck's and Beck's Vier have become must-stock brands because of their consistent sales success. They are increasingly popular with consumers, deliver premium profits and will help build business - particularly when dual stocked, as a growing number of retailers are discovering."
Take-home volume sales of Beck's Vier grew 157 per cent in the year to Jan 26, according to Nielsen.