Carlsberg Britvic has launched its 1664 Bière beverage, a beer with a rich and balanced taste, but without alcohol.
Major supermarkets such as Tesco, Asda, Waitrose and other national retailers will receive this new beer, which has already been very successful in more than 500 stores, served on draught.
The brand will also be supported in the on-trade with a separate branded tap to be launched in April, available for both 1664 Bière and 1664 Bière 0.0%.
According to Carlsberg Britvic, 1664 Bière 0.0% had an “outstanding performance in consumer research”. “outstanding performance in consumer research” prior to its launch. The 1664 Bière brand, formerly known as Kronenbourg 1664, was rebranded last April to highlight its “premium and French credentials”. “premium and French credentials.”. Since then, the brand has grown considerably, said Dharmesh Rana, premium brand marketing director for Carlsberg Britvic.
