UK – Carlsberg Marston’s Brewing Company (CMBC) is embarking on a new chapter for the Kronenbourg 1664 brand with the introduction of a revitalized version, now known as 1664 Bière.
This move follows CMBC’s acquisition of the Kronenbourg 1664 brand last year and signifies a significant investment in rejuvenating the iconic lager.
The reimagined 1664 Bière showcases a modern yet timeless appeal, honoring its distinguished French heritage and is set to debut in April.
The major investment in the brand encompasses various aspects, from digital-first marketing campaigns to a modernized packaging design said to reflect the beer’s premium credentials.
The refreshed packaging features a sleek and contemporary design, incorporating the brand’s signature red, white, and blue colors while modernizing its iconic logo.
Carlsberg emphasized that the updated design underwent extensive consumer testing to ensure it honors the brand’s legacy while capturing its contemporary appeal.
“As we launch the iconic 1664 Bière, we are not just celebrating its historic legacy, but also charting a new course for its future,” stated Dharmesh Rana, Director of Marketing, Premium Brands at CMBC.
Rana highlighted that the brand’s evolution aims to inspire both existing drinkers and new audiences, celebrating its 360 years of premium heritage.
To mark the 360th anniversary of 1664, CMBC plans to activate the brand in major retailers and launch a significant digital-focused marketing campaign later this year.
The beer will continue to be available in all major retailers, with the refreshed look rolling out across the On Trade sector during the summer, accompanied by a bespoke new glass to enhance the premium serve.
In addition to major retail activations, 1664 Bière will support independent retailers with the launch of the innovative ‘WIN 1664’ campaign in the convenience and wholesale channel.
This promotion is set to offer shoppers the chance to win £1664 (US$1810.59) every week by purchasing any 1664 Bière pack, with entries made via QR codes displayed in-store on branded POS.
The redesign of 1664 Bière follows the successful launch of 1664 Blanc, a super-premium offering featuring a light and refreshing taste with delicate citrus notes.
The launch of 1664 Blanc saw the brand partner with the British Fashion Council and Selfridges department store for design-led activations during London Fashion Week.
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