Following its acquisition of the Kronenbourg 1664 brand last year, Carlsberg Marston’s Brewing Company (CMBC) has introduced a new name and refreshed look for the world-famous lager.
Rolling out this month, 1664 Bière includes modernised packaging incorporating the brand’s red, white and blue colours, emphasising the beer’s premium French credentials whilst retaining its iconic cocarde logo.
Aligning with 1664’s 360th anniversary, CMBC will be activating the brand in major retailers, as well as introducing new audiences to 1664 Bière through a digital-focused marketing campaign, which is set to roll out later this year. The lager 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 on 22 April. The ‘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 via a 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.”
NAM Implications:
- With 360 years’ history, the brand should be able to survive the name change…
- (albeit possibly raising questions re Why? in brand marketers’ minds?)
- Anyway, Carlsberg should be able to add momentum.
- So a space worth watching…
