From today (15 August) until 26 August, 1664 Blanc will be taking over the Wine Bar at Waitrose’s King’s Cross store, to immerse patrons and shoppers in the brand’s unique, luxurious style.
1664 Blanc and the newly relaunched 1664 Bière will be available during the event from the store’s celebrated wine bar, branded the 1664 Blanc Bar for the duration. Shoppers will also get the opportunity to try this stylish premium beer with front-of-store tastings at Waitrose King’s Cross throughout the takeover.
During the two-week takeover, 1664 Blanc will be partnering with model and fashion trailblazer Jordan Hames for an incredible conversation about his inspiring journey in the industry, hosted at the bar takeover on Wednesday 21 August, 6pm. This one-off, exclusive event is a continuation of 1664 Blanc’s ‘Explorations in Blue’ series, launched earlier this year at London Fashion Week (Blanc is Principal Partner).
Promising compelling insights for style, fashion and culture enthusiasts, along with an opportunity to enjoy 1664 Blanc or 1664 Bière, the takeover comes just ahead of the brand’s London September Fashion Week activations, with more to be announced soon.
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 comments: “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.”
Blending classic tastes with a modern flair, 1664 Blanc has a uniquely layered taste profile of subtle citrus with notes of white peach and a touch of spice. With its bold and elegant blue bottle making it a standout on shelves, 1664 Blanc embodies an alluring combination of style and simple sophistication – a perfect offering for shared special occasions.
Launched in the UK earlier this year, 1664 Blanc established itself as a brand to watch with a series of high-profile activations as principal partner of London Fashion Week, becoming the first beer brand ever to launch at the famous luxury department store, Selfridges. This latest activation at the Waitrose wine bar promises to deliver another stylish spot for consumers to enjoy a refreshing pint of 1664 Blanc on draught or in its iconic blue bottle, with 1664 Bière also available in bottle during the takeover.
£5 tickets are available via Eventbrite for the ‘Explorations in Blue’ event on 21 August.
ENDS
Notes to editors:
- Waitrose King’s Cross Wine Bar store is located at the following address:
Waitrose Kings Cross Wine Bar,
Granary Square,
1 Wharf Road,
London,
N1C 4BZ
About CMBC
Carlsberg Marston’s Brewing Company (CMBC) is one of the UK’s largest brewers and the leading UK brewer of cask ale. With a brewery and logistics network covering the whole of the UK, we are a home of brewing expertise, defined by our combined 300 years of heritage in beer and strong values.
Our portfolio spans World Beer brands, premium lager and beloved ales, including iconic names Carlsberg Danish Pilsner and 1664 alongside cask favourites like Hobgoblin and Wainwright and rising stars 1664 Blanc, Poretti and Brooklyn Craft beers.
With an enviable selection of low and no alcohol options such as Carlsberg 0.0, Brooklyn Special Effects and Erdinger Alkoholfrei, we champion exceptional brews that are exciting drinkers everywhere, whatever their taste.
But our mission goes beyond beer. Every one of us has a passion for making a difference – delivering outstanding service to our customers, investing in our people, innovating to reduce our sector’s impact on the planet and creating positive benefits for the communities we operate in.
We are Carlsberg Marston’s Brewing Company. Brewing For a Better Today and Tomorrow.
Discover more at: https://www.carlsbergmarstons.co.uk
About Waitrose
Run by over 45,000 passionate Partners, Waitrose has been serving customers for 120 years and offers extraordinary products in our 329 shops and on Waitrose.com. Inspiring food discovery, our expert Partners run almost 800 specialist food service counters in store, where customers can shop a variety of the best quality meat, fresh fish, dry aged beef, sushi, as well as cheese.
Our Beer, Wine and Spirits team features the largest number of Masters of Wine of any UK supermarket and we sell nearly 3,000 different wines, beers, ciders, spirits as well as no and low drinks in our shops, on Waitrose.com and Waitrose Cellar.
We are committed to selling products which have been responsibly sourced, grown using the very best sustainable farming methods, some of which are grown or trialled on our very own farm, the Leckford Estate. In 2024, Waitrose was granted the Royal Warrant of Appointment to be Grocers and Wine & Spirits Merchant to His Majesty King Charles III.
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Media Contact: Edward Halliday, Edward.Halliday@carlsbergmarstons.co.uk
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