While the iconic blue bottle remains untouched, the primary packaging now features a more contemporary iteration of the brand’s cocarde, variant styling, and a bold yet elegant new bespoke typeface, all printed on premium matte label paper.

Still undeniably French, the refreshed brand identity has been designed to feel modern, easily recognizable and continue to build premium perceptions.

“1664 Blanc is a leading super premium brand in Carlsberg Group’s portfolio, showing confident growth across our key regions. This refreshed visual identity is an important step towards achieving the brand vision and will boost 1664’s growth as they expand into new markets,” says Andrew Khan, VP Marketing Global Premium & Beyond Beer.

Leveraging the global communication platform “Good Taste with a Twist” and delivering the immersive experience through different touchpoints, 1664 Blanc stretches what a beer brand can represent, expressed through premium accessibility.