Premium French beer brand 1664 today launches Unquestionably Good Taste, a new global campaign and long-term brand platform designed to reinforce the brand\u2019s premium positioning while celebrating the subjectivity of modern taste.<\/p>\n
Premium French beer brand 1664 today launches Unquestionably Good Taste, a new global campaign and long-term brand platform designed to reinforce the brand\u2019s premium positioning while celebrating the subjectivity of modern taste.<\/p>\n
At a time when opinions are louder than ever, 1664 advocates for individual expressions that combat rigid taste definitions. The idea behind Unquestionable 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.\u00a0<\/p>\n
The platform launch is led by a cinematic Paris-set short film starring 1664\u2019s 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\u00a0and BAFTA award for Best Director), as well as Vox Lux and The Childhood of a Leader –\u00a0brings his distinctive visual style and character-driven storytelling to the film, framing the
debate around \u201cgood taste\u201d through three sharply contrasting characters played by\u00a0Pattinson.<\/p>\n
Premiering 1st April 2026, the film sees Pattinson playing a modern minimalist character, an avant-garde artist, and an eccentric older \u2018dandy\u2019. 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.<\/p>\n
With a Parisian setting, the home of 1664\u2019s iconic French identity, the film combines cinematic craft with playful cultural commentary, reinforcing the brand\u2019s premium positioning while leaning into humour and debate.<\/p>\n
Robert Pattinson says: \u201cWorking with 1664 has been refreshing because there\u2019s 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\u2019re right. Taste is such a personal thing – everyone thinks they\u2019ve cracked it. The fun of the film is watching that certainty unravel and explore how subjective Good Taste really is.\u201d<\/p>\n
Brady Corbet, director, says: \u201cIt 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.\u201d<\/p>\n
The campaign is underpinned by the newly released research paper \u2018A Question of Good Taste\u2019*, 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\u2019s central idea – that taste is deeply personal, cultural and proudly subjective.<\/p>\n
\u201cThe Unquestionably Good Taste campaign reflects 1664\u2019s broader brand purpose: to champion good taste as a form of self-expression. Good Taste is one of culture\u2019s most debated ideas \u2014 and a space where 1664 has always stood confidently apart. As the world\u2019s most distinctive beer brand, proudly blue in a sea of green, we embrace the clash of opinions that define it,\u201d says Seva Nikolaev, Global Vice-President for Premium Brands at Carlsberg. \u201cUnquestionably Good Taste celebrates those confident enough to own their perspective \u2014 and the debate that comes with it.”<\/p>\n
\u201cOur ambition with 1664 was to reimagine good taste as a living, ever\u2011evolving world shaped by personal expression,\u201d says Laurent Cayet, VP Creative & Experience at Carlsberg. \u201cRather 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\u2019s 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.\u201d<\/p>\n
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 \u2018A Question of Good Taste\u2019 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.<\/p>\n
*The 1664 Global research combines 16 in-depth interviews with large-scale quantitative survey data across 7 markets \u00a0[Canada, Germany, Denmark, Vietnam, China, Ukraine, UK].<\/p>\n","protected":false},"excerpt":{"rendered":"Premium French beer brand 1664 today launches Unquestionably Good Taste, a new global campaign and long-term brand platform…\n","protected":false},"author":2,"featured_media":369008,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[146,85,46],"class_list":{"0":"post-369007","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-entertainment","8":"tag-entertainment","9":"tag-il","10":"tag-israel"},"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/369007","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/comments?post=369007"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/posts\/369007\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media\/369008"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/media?parent=369007"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/categories?post=369007"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/il\/wp-json\/wp\/v2\/tags?post=369007"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}