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The premium beer returns to TV screens nationwide with the launch of a new campaign, blending modern style and sophistication with the brand’s rich history, alongside an alcohol free option 1664 Bière 0,0
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The new creative campaign celebrates the brand’s timeless, uncompromising quality, that honours the beer’s ethos of A taste suprême since 1664
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Set to launch on 7th April 2025, the campaign will kick off with an exclusive launch event at Stormzy’s House Party on 9th April, offering consumers the chance to win an unforgettable celebratory suprême experience
1664 Bière, the premium beer born in France and brewed in the UK, is set to launch its new Above The Line (ATL) advertising campaign, “Make It Suprême,” on 7th April 2025. The campaign marks a significant turning point for the brand, as it celebrates a multi-million pound investment that will see the beer embedded in the cultural landscape through covetable activations and events. Focusing on the belief that great taste is timeless, in an era of fleeting trends, 1664 Bière stands for uncompromising quality – a taste suprême since 1664.
The campaign captures the stylish yet sophisticated essence of the brand and its history, emphasising its appeal to a new generation of beer drinkers through its quality taste that translates to the modern day. The hero TV advert, ‘The Masterpiece’, sets a crisp, golden pint of 1664 Bière centre stage before slowly unveiling a lavish party of modern drinkers, utilising baroque architecture juxtaposed with contemporary style to create a scene that speaks to its new audience and their desire for unique experiences.
As the 1664 Bière campaign unveils itself, an exciting launch event will take place on Wednesday 9th April in collaboration with Stormzy’s House Party, the exclusive seven-floor club and bar in Soho, London. This event will bring together consumers to experience an unforgettable night where contemporary flair meets timeless French craftsmanship, elevating every moment with 1664 Bière – a suprême beer for any occasion.
Since its on-trade relaunch last April, 1664 Biere has gone from strength to strength, with volume up +74.5%, value up +79.3%, distribution +32.1% and ROS +31.7% and with expectations that this performance is set to continue with the launch of this campaign. On the back of this positive momentum, the brand will capitalise on growth of 0.0 category and has launched 1664 Biere 0.0 on draught, with 500 stockists already pouring.
Dharmesh Rana, Director of Marketing, Premium Brands at Carlsberg Britvic says “The launch of “Make It Suprême” campaign marks a new chapter for 1664 Bière as it continues to elevate the premium beer category, reinforcing its position as the go-to beer for those who seek uncompromising timeless quality.”
*Source: CGA OPMS Data to P13 (28/12/2024)
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Press contacts
For all enquiries contact Full Fat: biere@wearefullfat.com
About 1664 Bière
1664 Bière is a crisp, golden and beautifully balanced premium lager. Brewed with hops from the Alsace region of France, famed for its rich gastronomy and brewing heritage, the flavourful 1664 Bière has a subtle bitter twist designed for easy drinking refreshment. Perfect for bringing people together, and crafted with a touch of ‘je-ne-sais quoi’, 1664 Bière truly delivers a taste suprême since 1664. To find out more please visit @1664biereuk
Press contacts
For all enquiries contact Full Fat: biere@wearefullfat.com
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