Blue in bottle, iconic in flavour – 1664 BLANC

By Carlsberg Marston's Brewing Company

- Last updated on GMT

CMBC launches 1664 Blanc to UK

Related tags CMBC Kronenbourg Branding + marketing

Kronenbourg 1664 launched its super-premium offering to the UK in February with the arrival of the playfully elegant and iconic blue bottle of 1664 BLANC.

Influenced by its chic, Parisian roots, 1664 Blanc’s arrival in the UK kicked off with a series of design-led experiences to mark the announcement of its boundary-breaking fashion partnership as the newly appointed principal partner of London Fashion Week.

The first of these activities saw 1664 Blanc land in the iconic Selfridges London store timed for London Fashion Week.

The Selfridges London partnership saw 1664 Blanc ‘activate French mode’​ with two weeks of activities including an infinity glass window installation, a designer kiosk of the future; a modern take on the French tabac, with a BLANC bar and specially created fashion newspaper for shoppers.

Fashionable influence

Alongside, a rich fashion programme of talks and workshops in the cinema featured talks by BFC NEWGEN designers. This chic and elevated programme of events was the first of the BLANC takeovers aligned with the UK’s premier fashion calendar.

Elevating everyday shared moments through great taste, 1664 Blanc’s unique flavour profile features delicate touches of citrus fruits that echo the deluxe finish of champagne, refined and refreshing, brewed with a dash of French joie de vivre, creating an exceptional drinking experience.

The super-premium drinks brand is set to shake up the industry with its striking cobalt blue bottle and unique flavour profile that will be sampled with tastemakers at a series of exclusive industry, and large-scale consumer events through the year.

To mark its arrival in the trade, 1664 Blanc will be the proud sponsor of The Publican Awards 2024 where it will be taking inspiration from French champagne and cocktail bars, creating a premium bar that pairs with the Blanc brand world. The 1664 Blanc bar will be the​ place for guests to take a seat and discover the bold, stylish world of 1664 Blanc.

Category opportunity

Dharmesh Rana, director of marketing, premium brands at Carlsberg Marston’s Brewing Company said: “There is a genuine excitement surrounding the launch of 1664 Blanc in the UK.

“Consumers really love the taste, the look and the brand world we are creating, our customers can see the category opportunity and are excited for the growth that it will bring.

“Our partnerships and marketing initiatives are hopefully going to get everyone talking about and trying 1664 Blanc throughout the year. It's going to be hugely exciting.”

1664 Blanc launched in Selfridges London in February, with nationwide live listings in Tesco, Waitrose and others to follow, alongside on-trade partnerships yet to be announced.

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