Kronenbourg 1664 is launching its super-premium offering to the UK this February with the arrival of the playfully elegant and iconic blue bottle of 1664 BLANC.
Influenced by its chic, Parisian roots, BLANC’s arrival in the UK will coincide with boundary-breaking fashion partnerships including a series of design-led activations at the iconic London store, Selfridges.
The super-premium drinks brand will see a summer of sampling and exclusive large-scale events, set to shake up the industry with its striking cobalt blue bottle and design-oriented approach.
1664 BLANC’s unique flavour profile features delicate touches of citrus fruits that echo the deluxe finish of champagne, refined and refreshing, brewed with a dash of French joie de vivre, creating an exceptional drinking experience.
Elevating everyday shared moments through great taste, 1664 BLANC’s marketing activity will include industry-first strategic fashion and retail partnerships to drive awareness and trial whilst celebrating culturally relevant moments.
The first of these activities will see 1664 Blanc land in the iconic Selfridges London store timed for London Fashion Week. The Selfridges London partnership will see BLANC ‘activate French mode’ with two-weeks of activities including an infinity glass window installation, a designer kiosque of the future; a modern take on the French tabac, with a BLANC bar and specially created fashion newspaper for shoppers, alongside a rich fashion programme in the cinema. featuring talks by NEWGEN designers and a curated fashion programme of talks and workshops. This chic and elevated programme of events will be the first of BLANC takeovers aligned with the UK’s premier fashion calendar.
Dharmesh Rana, Director of Marketing, Premium Brands at Carlsberg Marston Brewing Company Group says, “There is a genuine excitement surrounding the imminent launch of Blanc in the UK. Consumers really love the taste, the look and the brand world we are creating, our customers can see the category opportunity and are excited for the growth that it will bring. Our partnerships and marketing initiatives are hopefully going to get everyone talking about and trying BLANC throughout the year. It’s going to be hugely exciting”.
1664 Blanc will be available in Selfridges London from February, with nationwide confirmed listings in Tesco, Waitrose, Co-Op already secured and with others to follow alongside on trade partnerships yet to be announced. 1664 Blanc’s distinctive approach is set to cause a stir upon its launch this February.
