Skip to content
Search
AI Powered
Latest Stories

Carlsberg Marston’s relaunches 1664 Bière 

Carlsberg Marston’s relaunches 1664 Bière 

Following its acquisition of the Kronenbourg 1664 brand last year, Carlsberg Marston’s Brewing Company (CMBC) is set to introduce a new era for the world-famous lager under the name, 1664 Bière.

CMBC today (8) unveils the reimagined 1664 Bière, showcasing a major investment in the brand, from digital-first marketing campaigns to modernised packaging. Set to hit the shelves in April, the refreshed 1664 Bière embodies a modern yet timeless appeal, reflecting its distinguished French heritage.


The revitalised packaging incorporates a sleek, modern design with the brand’s eye-catching red, white and blue colours, emphasising the beer’s premium, French credentials, whilst retaining but modernising its iconic cocarde logo to provide familiarity to existing drinkers.

The updated design followed extensive testing with consumers to deliver a visual identity that honoured the brand’s legacy, whilst also capturing its contemporary appeal as a modern, premium beer.

Aligning with the celebration of 1664’s 360th anniversary, CMBC will be activating the brand in major retailers, as well as introducing new audiences to 1664 Bière through a significant, digital-focused marketing campaign which is set to roll out later this year. 1664 Bière will continue to be available in all major retailers, with the new look rolled out across the On Trade over the summer period, including a bespoke new glass to elevate the premium serve.

Supporting independent retailers, the brand will also be launching a new promotion in the convenience and wholesale channel, starting from 22 April. The innovative ‘WIN 1664’ campaign will give shoppers the chance to win £1664 every week by purchasing any 1664 Bière pack, with entries made via a dedicated webpage accessible through QR codes displayed in store on branded POS. The brand will also be giving shoppers the chance to win instant cash prizes and money off packs thanks to its partnership with PayPoint.

Dharmesh Rana, Director of Marketing, Premium Brands at CMBC, said, “As we launch the iconic 1664 Bière, we are not just celebrating its historic legacy, but also charting a new course for its future. With a refreshed contemporary appeal, it’s a case of evolution not revolution, aiming to inspire both existing drinkers as well as those who have never tried this world-renowned lager before. We’re excited to put the 1664 Bière brand back where it belongs – front and centre, celebrating its 360 years of premium heritage and the phenomenal taste of this premium beer.”

The redesign of 1664 Bière follows the launch of the super-premium 1664 Blanc in February. 1664 Blanc is a light and refreshing offering from the 1664 brand family, featuring a beautiful haziness and delicate citrus notes, bottled in iconic blue glass bottles. The launch of 1664 Blanc saw the brand become the first beer to partner with the British Fashion Council and Selfridges department store for a series of design-led activations over London Fashion Week.

More for you

DIABLO announces partnership with The Devil Wears Prada musical

DIABLO announces partnership with The Devil Wears Prada musical

Diablo, the producer of disobediently good wines, has inked a partnership with new musical The Devil Wears Prada, which makes its UK debut in London this month.

Diablo (which means "devil" in Spanish) will feature on programmes, and competitions will be run to award tickets for the shows, which run until 31 May 2025. Diablo wines will also be poured at Elton John’s Opening Night Gala at the British Museum in London on 1 December, where a bespoke "Diablo" bar will be built.

Keep ReadingShow less
Tilda tin

Tilda unveils limited-edition tin

Tilda has announced the launch of its 2024 limited-edition tin, created in collaboration with Lovo, a non-profit organisation dedicated to empowering and inspiring women and their families.

The tin will be available from November at independent retailers, offered free with a 2kg purchase of Tilda Pure Basmati Rice for a limited time only.

Keep ReadingShow less
ADRIATICO limited edition expression in the Amaretto Collection with Planteray Rum

ADRIATICO limited edition expression in the Amaretto Collection with Planteray Rum

ADRIATICO is once again disrupting the amaretto category by expanding its portfolio, this time in the world of rum. ADRIATICO Amaretto today announces the launch of ADRIATICO Roasted Amaretto Planteray Rum Cask, a new limited edition amaretto made up of only 2,600 bottles, in collaboration with the prestigious rum producer.

This is the fourth limited edition ADRIATICO Amaretto release following the successful Heaven Hill Bourbon Cask, Caroni Rum Cask and Bonollo Grappa Cask expressions. The new limited edition expression ages ADRIATICO Roasted Amaretto for eight months in ex-Planteray Fijian Rum casks, creating an intense amaretto with nuances of classic rum flavours.

Keep ReadingShow less
Gordon’s Premium Pink launches new ‘Mix It Up’ moderation campaign
??????????

Gordon’s Premium Pink launches new ‘Mix It Up’ moderation campaign

Gordon’s is today unveiling its new ATL campaign, "Mix It Up". The ad, which shows consumers choosing to pace their consumption by switching between Gordon’s Pink and Gordon’s Pink 0.0%, has been created to empower consumers to moderate their consumption in a way that works for them.

Mix It Up is the first Gordon’s campaign to bring both Gordon’s Pink and Gordon’s Pink alcohol-free variants together in one advert. With 36 per cent of drinkers currently pacing their consumption with soft drinks and 49 per cent of alcohol-free occasions also featuring alcohol, the campaign offers those looking to moderate an option that doesn’t compromise on taste.

Keep ReadingShow less
STG’s festive favourite has a new limited-edition pack

STG’s festive favourite has a new limited-edition pack

Scandinavian Tobacco Group UK is pleased to introduce this year’s limited-edition pack for its ever-popular Henri Wintermans Half Corona brand, which is available to retailers now.

The Henri Wintermans Half Corona is easily the biggest brand in the medium / large segment and is now the UK’s fifth biggest selling cigar in value terms, with annual sales worth £16.3m. This new limited edition "Gentleman" pack adds a personal touch to the brand and celebrates its long heritage and continuing success, designed in a timeless pin stripe suit with the logo and information stitched into the fabric, which reflects both the aspirational nature of the product and the attention to detail that goes into crafting these fine cigars. Despite the changes to the packaging, the cigars inside of course remain the same.

Keep ReadingShow less