1664 is highlighting their French inspired beer lineup in Canada with a renewed focus on flavour driven styles and flexible drinking options, alongside a new global campaign featuring actor Robert Pattinson.
The campaign centres on the idea of personal taste, supported by a Paris set visual direction that positions the brand within a contemporary lifestyle context. At the same time, the product lineup reflects how Canadians are approaching beer with a mix of alcoholic and non alcoholic choices.
Three expressions are part of the current offering. 1664 Blanc is a wheat beer with citrus notes and a light, refreshing profile. 1664 Rosé builds on that base with added fruit character, introducing raspberry and elderberry for a slightly sweeter finish. 1664 Blanc 0.0 offers a non alcoholic version with similar citrus and coriander notes, maintaining the flavour profile without alcohol.
The range aligns with a growing interest in alternating between alcoholic and non alcoholic drinks within the same occasion, often referred to as zebra striping. This approach allows for flexibility without moving away from familiar styles or flavour expectations.
1664’s positioning continues to draw on French brewing traditions while adapting to current preferences, offering a lineup that works across casual and social settings.