Carlsberg Marston’s Brewing Company’s (CMBC) 1664 lager brand has taken over the Wine Bar at Waitrose’s King’s Cross store.
1664 Blanc and the newly relaunched 1664 Bière will be available during the event from the store’s wine bar, branded the 1664 Blanc Bar for the duration. Shoppers will also get the opportunity to try the beer with front-of-store tastings at Waitrose King’s Cross throughout the takeover, which lasts until 26 August.
During the two-week takeover, 1664 Blanc will be partnering with model and fashion trailblazer Jordan Hames for a conversation about his journey in the industry, hosted at the bar takeover on 21 August. The one-off event is a continuation of 1664 Blanc’s ‘Explorations in Blue’ series, launched earlier this year at London Fashion Week.
Dharmesh Rana, Director of Marketing for Premium Brands at CMBC, said: “1664 Blanc was born out of the vision to offer premium drinkers a lifestyle brand that would playfully push the expectations of what a beer could be.
“This exciting new collaboration with Waitrose is a perfect opportunity to discover 1664 Blanc. Our takeover of the Waitrose King’s Cross Wine Bar not only provides an excellent introduction to new fans of the brand, but also reinforces the key characteristics that are the foundation of 1664 Blanc – elegance, style and sophistication.”
Jourdan Gabbini, Beer Buyer at Waitrose, added: “We’re delighted to bring the 1664 Blanc Bar to our Wine Bar at Waitrose King’s Cross this August, offering our customers the opportunity to try a refreshing and super stylish beer instore.”
