Carlsberg Britvic is set to expand its flavour-led beer range this spring with the launch of 1664 Rosé, a striking new addition to its iconic 1664 portfolio.
With flavoured beer growing year on year1, the launch seeks to tap into the growing consumer appetite for more expressive, flavour-led beers.
Following 1664 Blanc’s success to-date and responding to the shift in drinkers seeking lighter, more refreshing fruit-forward options, 1664 Rosé delivers a refined twist on the classic French-style beer*, with a hint of berry flavour to create a crisp, refreshing and contemporary taste profile. It launches in March and follows in the footsteps of the popular 1664 Blanc, which features citrus notes.
Joining 1664 Blanc and 1664 Bière, the introduction of 1664 Rosé helps broaden the appeal of the 1664 range, ensuring there is something to suit a wide variety of tastes. The launch seeks to help retailers target a wider range of shoppers who may otherwise feel disengaged from the traditional beer category.
Dharmesh Rana, Brand Director – Premium Brands, Carlsberg Britvic, said: “1664 is already known as a premium French beer brand, and the launch of 1664 Rosé is a natural next step in the evolution of the portfolio. By introducing a subtle hint of berry flavour, we’re not only offering a sophisticated twist that responds directly to growing demand for flavoured beers, but broadening the appeal to reach beyond traditional beer drinks. This launch creates a powerful opportunity for retailers to bring new shoppers into the beer aisle, driving premiumisation and encouraging trade-up with a stand-out, style-led offering that adds real energy to the category.”
The launch of 1664 Rosé will be supported by significant brand investment across the wider 1664 portfolio. This includes the biggest-ever ATL campaign for 1664 Blanc, fronted by newly announced global brand ambassador Robert Pattinson, designed to drive awareness and further elevate the brand’s premium credentials.
1664 Rosé will be available in grocery from April in 4x 330ml bottles and will be available in the on-trade in the summer.
Notes to Editors
RRPs
4x 330ml bottles - £7
*Brewed in Poland and bottled in the UK
Contact:
For further press information, please contact the Carlsberg Britvic team at Cirkle.
Email: carlsbergbritvic@cirkle.com
Tel: 01494 731 750
[1] NielsenIQ RMS - Total Coverage – Flavoured Beer defined by Nielsen – Value Sales - 52 WE 21.2.26.
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