Top selling French beer 1664 launches a new global campaign and long-term brand platform designed to reinforce the brand’s premium positioning while celebrating good taste.
At a time when opinions are louder than ever, 1664 advocates for individual expressions that combat rigid taste definitions.
The idea behind the “Unquestionable Good Taste” slogan 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.
The platform launch is led by a cinematic Paris-set short film starring 1664’s global brand ambassador Robert Pattinson and directed by acclaimed filmmaker Brady Corbet, through Magna Studios.
Corbet is the director of the Oscar-winning epic The Brutalist (Golden Globe and BAFTA award for Best Director), as well as Vox Lux and The Childhood of a Leader, and brings his distinctive visual style and character-driven storytelling to the film, framing the debate around “good taste” through three sharply contrasting characters played by Pattinson.
Premiered since April 1, the film sees Pattinson playing a modern minimalist character, an avant-garde artist, and an eccentric older “dandy”.
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” that turns ordinary into extraordinary.
Robert Pattinson in three acts
The short film sees Robert Pattinson take on three sharply contrasting personas, a modern minimalist character, an avant-garde artist and an eccentric older “dandy”.
Each is utterly convinced they represent the pinnacle of good taste.
As their worlds collide inside a Parisian apartment building, opinions clash – on music, art, interiors and aesthetics.
Amid the debate, one shared truth quietly emerges: 1664 is “Unquestionably Good Taste” that turns ordinary into extraordinary.
Set in Paris, home to the brand’s iconic French identity, the film blends cinema with subtle humour and cultural debate, placing Pattinson at the heart of a wider conversation about individuality and expression. The film premieres globally on April 1.
Pattinson says: “What really drew me to 1664 was the refreshing, strong sense of style and humour. I enjoyed playing characters with completely different identities and points of view, each convinced they’re right. Taste is such a personal thing – everyone thinks they’ve cracked it. The fun of the film is watching that certainty unravel and explore how subjective ‘good taste’ really is.”
Carlsberg’s global vice-president for Premium Brands Seva Nikolaev says, “We’re delighted to have explored how ‘good taste’ is one of culture’s most debated concepts with Robert Pattinson. What interested us in this process was not whether people agree, but how strongly they hold their own perspective.” Nikolaev adds that 1664 is not defining taste, but to celebrate the confidence to stand by it. “Good taste doesn’t need consensus — it demands conviction."
