Being a brand that’s deeply rooted in style, it makes sense that Kronenbourg’s 1664 is getting a new look and launching a new SKU with help from fashionistas.
In order to help see the world through Rosé-coloured glasses, and celebrate its new-to-Canada peach-and-raspberry flavoured rosé beer, 1664 launched at Fashion Art Toronto – Toronto’s longest-running fashion week.
With support from partners at Vibrant and The Garden, 1664 asked consumers to “drink fashionably,” part of a connection the French heritage brand has had to the world of fashion with bold style choices and design spanning nearly two decades, says Chad Abdo, marketing director at the Carlsberg group, which owns Kronenbourg.
The brand even selected one designer from the show to showcase a new line of “elevated” 1664 merch.
Abdo tells strategy that 1664 is getting a whole new look across its three lines, Blanc, Rosé and Lager, to make it more aspirational and chic, as part of a global exercise that relaunches the brand.
“It looks beautiful and it’s a brand you want to be seen with,” Abdo says.
That translates into a change of packaging that’s more premium looking, while introducing a “Celebration” promo pack of its three lines for gatherings with friends.
As a brand, 1664 is a top strategic priority for Carlsberg, Abdo says. With 25% growth year-over-year, Carlsberg is aiming to make 1664 the number one brand in its portfolio overall, as it battles the likes of Heineken in the Euro-premium space and looks to connect with female consumers through its new rosé.
Part of the positioning is emphasizing 1664 as a naming differentiator, with Kronenbourg in smaller font, as some consumers found it confusing.
With a “full-on” array of nationwide events planned, the brand is leaning into fashion in particular, and this fall, 1664 is coming to life at Montréal Fashion Week.
Kronenbourg has always partnered with big fashion events, and 1664 had a robust presence at London Fashion Week, Copenhagen Fashion Week and Ukrainian Fashion Week.
As Abdo explains, Rosé acts as a de facto fashion accessory due to its unique colour, and is a beverage linked to celebratory, fashionable occasions.
Messaging will see it highlighting “blue hour” rooftop drinks, or ‘l’heure bleue,’ the magic twilight hour when the sky has an azure hue.
There will be a global campaign built around “good taste with a twist,” and this is Version 3.0 of that positioning, bringing with it Kronenbourg’s French credentials in lifestyle and fashion.
There will be retail display assets at key retailers like LCBO as well as SAQ, as the beer has found a strong cultural connection in Quebec. Heading into the fall, the brand will make Blanc more of a focal point.
This is not the first time Kronenbourg has leaned into Francophilia for Blanc premiumization. The brewer partnered with the Toronto-based French restaurant Cluny Bistro & Boulangerie, and created moving billboards in the Distillery District to link its Blanc to a premium dining experience.
