CMBC today unveils the reimagined 1664 Bière, showcasing a major investment in the brand, from digital-first marketing campaigns to modernised packaging. Set to hit the shelves in April, the refreshed 1664 Bière embodies a modern yet timeless appeal, reflecting its distinguished French heritage.  

The revitalised packaging incorporates a sleek, modern design with the brand’s eye-catching red, white and blue colours, emphasising the beer’s premium, French credentials, whilst retaining but modernising its iconic cocarde logo to provide familiarity to existing drinkers. 

The updated design followed extensive testing with consumers to deliver a visual identity that honoured the brand’s legacy, whilst also capturing its contemporary appeal as a modern, premium beer. 

Aligning with the celebration of 1664’s 360th anniversary, CMBC will be activating the brand in major retailers, as well as introducing new audiences to 1664 Bière through a significant, digital-focused marketing campaign which is set to roll out later this year. 1664 Bière will continue to be available in all major retailers, with the new look rolled out across the On Trade over the summer period, including a bespoke new glass to elevate the premium serve. 

Supporting independent retailers, the brand will also be launching a new promotion in the convenience and wholesale channel, starting from 22 April. The innovative ‘WIN 1664’ campaign 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. The brand will also be giving shoppers the chance to win instant cash prizes and money off packs thanks to its partnership with PayPoint. 

Dharmesh Rana, Director of Marketing, Premium Brands at CMBC, 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.” 

The redesign of 1664 Bière follows the launch of the super-premium 1664 Blanc in February. 1664 Blanc is a light and refreshing offering from the 1664 brand family, featuring a beautiful haziness and delicate citrus notes, bottled in iconic blue glass bottles. The launch of 1664 Blanc saw the brand become the first beer to partner with the British Fashion Council and Selfridges department store for a series of design-led activations over London Fashion Week.