Lager trend, but make it fashion

While Carlsberg Marstons Brewing Company celebrates 40 years of London Fashion Week with a 1664 Blanc experience, db looks into how lager is “showing up” to broaden the category’s image.

Macro lager brands have oft been underpinned by their affordability in Britain, with the consumer seeking out “cheapest” as the benchmark for how well the category is doing. But times are changing and, much like in the nineties when premium lager was considered just that, the marketing strategy for CMBC’s newest Kronenbourg brand variant is joining the ranks of ‘high end’.

Last year, CMBC signed deal for Carlsberg Group to acquire the UK rights for Kronenbourg from Heineken UK. At the time, Paul Davies, CEO of CMBC, said “Supporting brands and innovating in the premium category is a key pillar of our strategy and adding Kronenbourg 1664 to our enviable portfolio is an incredible opportunity to achieve this.” Davies was true to his word.

At the start of 2024, CMBC director of marketing for premium beer Dharmesh Rana told db “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”. Rana insisted: “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.”

Now, from CMBC, its latest activation, which is its most recent instalment of the brand’s ‘Explorations in Blue’ initiative, will take place from 13-14 September in London’s Covent Garden and its image is part and parcel of the marketing mix. As a principal partner of LFW, the experience, we are assured, will be part of the British Fashion Council’s city-wide celebration.

Speaking to db about the tie-up this week Rana explained: “It has been a hugely exciting year for Blanc. Through genuine partnerships and by showing up via consumer moments, we have pushed the expectations of what a beer brand can be.”

Rana also told db: “Our Covent Garden pop up will see us bring a slice of Parisian style and sophistication to the heart of central London, where consumers can sit back and watch the world go by whilst enjoying a crisp 1664 Blanc or strut down the 1664 catwalk for the chance to win tickets to a show at this years London Fashion Week.”

According to CMBC, visitors to the event will have the opportunity to try the super premium beer at the 1664 Blanc airstream, which is central to the takeover.

The activity follows the brand’s ‘Explorations in Blue’ series and has since become part of the British Fashion Council’s City-Wide Celebration – a curated programme of experiences open to everyone throughout LFW in London, Manchester and Newcastle.

Additionally, 1664 Blanc will partner with BFC Newgen and award-winning British Nigerian designer Tolu Coker, heralded as “one to watch”, to create a limited-edition printed tote bag that consumers who visit the experience can take home.

Elevating the lager brand’s image, attendees to LFW will be invited to walk the 1664 Blanc catwalk and have a professional shot captured by the 1664 Blanc Glambot, before consuming a beer in the Parisian-inspired lounge on the Piazza, offering a different way of showcasing lager and upgrading its image with non-beer drinkers to assist in welconing more people to the category.

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