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1664 Bière makes ‘significant turning point’
Carlsberg has revealed it is making a multi-million pound investment into its 1664 Bière brand from this week onwards. The post 1664 Bière makes ‘significant turning point’ appeared first on The Drinks Business.
Carlsberg has revealed it is making a multi-million pound investment into its 1664 Bière brand from this week onwards.
The beer brand, which has, since its on-trade relaunch last April and had formerly been known as Kronenbourg 1664, recently enjoyed volume and value climbs of 74.5% and 79.3% respectively along with a 32.1% spike in its distribution and a rate of sale (ROS) increase of 31.7%, according to CGA.
The new investment, which Carlsberg has confirmed will be in a “multi-million pound” one will boost the beer’s presence via television advertising along with a raft of support for the brand that is set to remind drinkers of its heritage and quality.
Speaking to the drinks business, Dharmesh Rana, director of marketing, premium brands at Carlsberg Britvic, said: “After a decade away from UK TV screens, I’m excited to be bringing the 1664 brand back to life with a campaign inspired by our rich history and heritage delivered with modernity and a touch of French ‘je ne sais quoi’.”
Carlsberg has said that, on the back of this positive momentum, the 1664 Bière brand will capitalise on growth of 0.0 category and has launched 1664 Biere 0.0 on draught, with 500 stockists already pouring.
The beer, which it reiterates was “born in France and brewed in the UK” will launch its new Make It Suprême’ campaign this week in a move that “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,” said Rana.
Rana told db: “After starting the renaissance of 1664 Biere last year with the launch of its refreshed, modern look and feel, this multi-million pound campaign sees us take the next step on our journey to resonate with today’s beer drinkers,”
The campaign ’Make the moment supreme’ will make its debut on UK screens on 7 April, and be followed by a launch event at Stormzy’s House Party on 9 April.
The beer brand, which has, since its on-trade relaunch last April and had formerly been known as Kronenbourg 1664, recently enjoyed volume and value climbs of 74.5% and 79.3% respectively along with a 32.1% spike in its distribution and a rate of sale (ROS) increase of 31.7%, according to CGA.
The new investment, which Carlsberg has confirmed will be in a “multi-million pound” one will boost the beer’s presence via television advertising along with a raft of support for the brand that is set to remind drinkers of its heritage and quality.
Speaking to the drinks business, Dharmesh Rana, director of marketing, premium brands at Carlsberg Britvic, said: “After a decade away from UK TV screens, I’m excited to be bringing the 1664 brand back to life with a campaign inspired by our rich history and heritage delivered with modernity and a touch of French ‘je ne sais quoi’.”
Carlsberg has said that, on the back of this positive momentum, the 1664 Bière brand will capitalise on growth of 0.0 category and has launched 1664 Biere 0.0 on draught, with 500 stockists already pouring.
The beer, which it reiterates was “born in France and brewed in the UK” will launch its new Make It Suprême’ campaign this week in a move that “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,” said Rana.
Rana told db: “After starting the renaissance of 1664 Biere last year with the launch of its refreshed, modern look and feel, this multi-million pound campaign sees us take the next step on our journey to resonate with today’s beer drinkers,”
The campaign ’Make the moment supreme’ will make its debut on UK screens on 7 April, and be followed by a launch event at Stormzy’s House Party on 9 April. 
