The UK rights to the Kronenbourg brand were acquired by Carlsberg Marston’s Brewing Company (CMBC) from Heineken UK in June 2023, while the brewer is now owned globally by the Carlsberg Group.
CMBC launched 1664 Blanc in January 2024, a “super-premium” French-style beer brewed Carlsberg Marston’s Northampton brewery, and has now sought to create a “modern yet timeless appeal” with the rebranding of Kronenbourg 1664 lager as 1664 Bière.
This allows CMBC to scrap the Kronenbourg name entirely and instead focus on building out the 1664 range.
The new packaging features a modern design which incorporates the brand’s red, white and blue colours and emphasises the beer’s French heritage.
To mark Kronenbourg’s 360th anniversary and its new identity, CMBC is activating the brand in major retailers and launching a digital-focused marketing campaign which is set to roll out later this year.
The new 1664 Bière branding will be rolled out in all major retailers from this month (April 2024), with the new look set to arrive across pubs and bars over the summer period.
In order to support independent retailers, CMBC is launching a new promotion in the convenience and wholesale channel that will give shoppers the chance to win £1664 every week by purchasing any 1664 Bière pack, with entries made via a dedicated webpage accessible through QR codes displayed in store on branded POS.
Commenting on the decision to rebrand Kronenbourg 1664, CMBC director of marketing for premium brands Dharmesh Rana said: “As we launch the iconic 1664 Bière, we are not just celebrating its historic legacy, but also charting a new course for its future.
“With a refreshed contemporary appeal, it’s a case of evolution not revolution, aiming to inspire both existing drinkers as well as those who have never tried this world-renowned lager before. We’re excited to put the 1664 Bière brand back where it belongs – front and centre, celebrating its 360 years of premium heritage and the phenomenal taste of this premium beer.”
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