Kronenbourg 1664 will be launching its “super-premium” BLANC variant in the UK next month.
Featuring a “striking” cobalt blue bottle, the launch of the beer brand will be supported by a summer of sampling and events.
1664 BLANC’s flavour profile is described as featuring “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”.
1664 BLANC’s marketing activity will include strategic fashion and retail partnerships to drive awareness and trial.
The first of these activities will see 1664 Blanc land in Selfridges London store in time for London Fashion Week. The partnership with the upmarket department store will see BLANC ‘activate French mode’ with two weeks of activities, including an infinity glass window installation, a designer kiosque of the future; a modern take on the French tabac, with a BLANC bar and a specially created fashion newspaper for shoppers, alongside a fashion programme in the cinema.
Dharmesh Rana, Director of Marketing, Premium Brands at Carlsberg Marston Brewing Company Group, said: “There is a genuine excitement surrounding the imminent launch of 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 BLANC throughout the year. It’s going to be hugely exciting”.
1664 Blanc will be available first in Selfridges, with listings in Tesco, Waitrose, and Co-op to follow.
