In 2000, the first annual Skol Beats music festival was held in São Paulo, Brazil. The type of music featured at Skol Beats is electronic, including trance, techno, electro, drum and bass, house, and breakbeat. Skol's new "Beats" beer was revealed at the 2000 festival. Beats has a different flavor and alcohol content than the original Skol. It is marketed as the beer for people that like parties and excitement.