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Will 1664 Blanc become the fashionista’s newest accessory?
Carlsberg is launching a super premium version of its Kronenbourg 1664 beer brand, 1664 Blanc, into the UK. The move coincides with the new beer partnering with London Fashion Week (LFW). db finds out more.
Speaking to the drinks business about what makes 1664 Blanc “super premium”, Carlsberg Marston’s Brewing Company director of marketing for premium beer Dharmesh Rana explained: “1664 Blanc is a flavour experience like no other – crafted from delicate touches of citrus fruits, and rare Strisselspalt hops which blend to create an elegant and refreshing finish, echoing that of Champagne. 1664 Blanc delivers an elevated experience for consumers and will make a significant impact on the UK drinks industry on its arrival in the UK.”
The 5% ABV beer launch will be supported by a series of fashion partnerships and design-led activations at London store, Selfridges to coincide with LFW and will see a summer of sampling and exclusive large-scale events.
The group highlighted that with 2024 marking 40 years of LFW, the year will “celebrate London’s position as a world leading cultural capital and its exceptional creative community” and explained that “LFW February will ignite the imagination, honouring the breadth of creative talent in London”.
Carlsberg also pointed out that this year “the 1664 brand which in turn is celebrating 360 years” and described the new beer brand as “playfully elegant with a modern twist” and added that it will work to “support British designers and creatives”.
British Fashion Council (BFC) chief executive Caroline Rush said: “We are very excited to announce 1664 Blanc as the principal partner for London Fashion Week. The event is a showcase of incredible fashion talent and provides a broader cultural moment for the UK and celebrates London’s creative spirit while amplifying our fashion talent globally. We look forward to working with 1664 Blanc to create unmissable moments that spotlight just that.”
Additionally, the brand’s Selfridges tie-up will involve two weeks of activities including an infinity glass window installation, a designer kiosk – a modern take on the French tabac and a Blanc bar and specially created fashion newspaper for shoppers, alongside a programme in the cinema. featuring talks by Newgen designers and a curated fashion programme of talks and workshops.
1664 Blanc will be available in Selfridges from next month, with nationwide listings in Tesco, Waitrose and the Co-Op.
Rana told db that “Blanc launches in packaged” with 330ml “bottles available from 12 February” andis due to retail for £7 per four-pack. However, Rana divulged that “draught will be available from April” referencing the beer’s planned availability in the on-trade.
1664 Blanc is “already available globally across 70 countries in Europe, Asia, and North America,” explained Rana and added: “Once the brand launches, we will of course explore other formats for growth.”
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