Premium French beer brand 1664 today launches Unquestionably Good Taste, a new global campaign and long-term brand platform designed to reinforce the brand’s premium positioning while celebrating the subjectivity of modern taste.
At a time when opinions are louder than ever, 1664 advocates for individual expressions that combat rigid taste definitions. The idea behind Unquestionably Good Taste is that while we may never see eye to eye on what defines good taste, realising that you can agree to disagree creates a healthy discourse for debate.
The platform launch is led by a cinematic Paris-set short film starring 1664’s global brand ambassador Robert Pattinson and directed by acclaimed filmmaker Brady Corbet through Magna Studios – director of the Oscar-winning epic The Brutalist (Golden Globe
and BAFTA award for Best Director), as well as Vox Lux and The Childhood of a Leader –
brings his distinctive visual style and character-driven storytelling to the film, framing the
debate around “good taste” through three sharply contrasting characters played by
Pattinson.
Premiering 1st April 2026, the film sees Pattinson playing a modern minimalist character, an avant-garde artist, and an eccentric older ‘dandy’. Each character is entirely convinced they embody the pinnacle of good taste. As their worlds collide and their certainty escalates, the tension builds – until one shared truth emerges: 1664 is Unquestionably Good Taste.
Set in Paris, the home of 1664’s iconic French identity, the film combines cinematic craft with playful cultural commentary, reinforcing the brand’s premium positioning while leaning into humour and debate.
Robert Pattinson, says: “Working with 1664 has been refreshing because there’s a strong sense of style and humour in the work. I was drawn to the idea of playing characters who are each completely convinced they’re right. Taste is such a personal thing – everyone thinks they’ve cracked it. The fun of the film is watching that certainty unravel and explore how subjective Good Taste really is.”
Brady Corbet, director, says: “It was a pleasure to spend a few days making this film for the wonderful team at 1664 with my longtime collaborators Robert Pattinson and Lol Crawley, alongside my excellent team at Magna.”
The campaign is underpinned by the newly released white paper ‘A Question of Good Taste’*, a 1664 global study spanning Asia, Europe and North America. The research highlights a striking cultural tension: while 83% of people believe they personally have good taste, just 31% agree on what good taste actually means. The findings reinforce the campaign’s central idea – that taste is deeply personal, cultural and proudly subjective.
“Our ambition with 1664 was to reimagine good taste as a living, ever-evolving world shaped by personal expression,” says Laurent Cayet, VP creative & experience at Carlsberg. “Rather than define taste, we opened the brand to multiple interpretations, a creative universe where culture, perspective and individuality coexist. Robert Pattinson became the catalyst for that vision: his distinctive style and artistic range embody the expressive, unconventional spirit at the heart of 1664 . Throughout the campaign’s ecosystem, we invite people not just to view taste, but to step into it and experience 1664 in a way that feels personal, immersive and uniquely their own.”
The global brand platform and integrated campaign were developed by Fold7 and will run across TV, digital, social and OOH, with in-store work created by Live & Breathe. Alongside this, Full Fat created the ‘A Question of Good Taste’ narrative and accompanying research paper to articulate and support the platform, while We Are Social led the social campaign, including the 16.64 Seconds and 1664 Chat platforms.
