1664 Announces Robert Pattinson as New Global Brand Ambassador

The French beer brand unveils a bold new partnership with global icon Robert Pattinson, a creative campaign celebrating a multi-faceted take on the idea of good taste.

Premium French beer brand 1664 is proud to announce the start of an exciting new chapter, with the appointment of acclaimed actor and global cultural icon Robert Pattinson as its first global brand ambassador.

At the heart of this new partnership is a bold global campaign set to launch in 2026, which unveils a cinematic exploration of contrasting perspectives on good taste. 

The multi-million-pound campaign concept will be directed by acclaimed filmmaker, Brady Corbet. Corbet’s most recent feature film, The Brutalist, was released in 2024 to critical acclaim and garnered 10 nominations at the Academy Awards in the categories of Best Director and Best Original Screenplay. He’s also won the Silver Lion at the Venice International Film Festival and Best Director at the Golden Globes. 

The campaign, which has been developed by independent creative agency Fold7, will roll out across TV, digital, social, OOH, and in-store POS from Q1 2026, offering audiences an elegantly unexpected look at the many facets of good taste. 

“We’re thrilled to unite Robert Pattinson and Brady Corbet-two icons of modern creativity, for a campaign that dramatises the debate of good taste”, says Nikola Maravic, Global Marketing Director, 1664. “Together, they reflect the spirit of 1664: creative confidence, effortless elegance and a touch of playful sophistication. With 1664 at the heart of this cultural conversation, we’re taking the brand beyond the glass and into the global lifestyle space. This is the first sip, stay tuned for more.”

This moment marks a significant evolution for 1664. The brand has always stood for good taste with a twist – effortlessly stylish, proudly Parisian and unapologetically premium. But today, 1664 is stepping beyond product to become a cultural tastemaker, reshaping how people think and talk about taste.

In a world where good taste is increasingly subjective, 1664 seeks to reframe it, not as something rigid, but as a mindset grounded in curiosity, originality and a sense of joy. With his understated charm, eclectic choices and cultural fluency, Pattinson embodies the modern expression of good taste. From independent cinema to global fashion campaigns, he moves fluidly between worlds - resisting the obvious and embracing he original. He’s more than a global name, he’s a creative force.

Maravic continues: “With Robert as the face of our next global campaign, we have a unique opportunity to take 1664 into new cultural territory and connect with audiences in bold and inspiring ways. This is more than a partnership — it’s a statement of intent. ”

Watch this space – an unexpected twist awaits. 

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About 1664 Blanc 

1664 Blanc is a premium French beer, blue in bottle and iconic in flavour.  Blanc embodies good taste with a playful twist. The flavour profile blends delicate touches of citrus fruits with rare Strisselspalt hops to deliver an elegant and refreshing taste experience that echoes the deluxe finish of champagne. To find out more please visit @1664ukblanc  

High-res imagery is available here

For all enquiries contact Full Fat: 1664global@wearefullfat.com 

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