ABOUT

In China, consumers are increasingly looking to celebrate little elevated moments in their everyday lives. It goes without saying that Champagne is the ultimate beverage when it comes to celebration, but it feels a little extravagant for the everyday… at the other end of the spectrum, beer doesn’t adequately satisfy the sense of ceremony required for those special moments.

So, consumers needed a product that conjures a sense of ritual, exercises the flexibility to be enjoyed on any occasion, and brings a spontaneous sparkle to the ordinary everyday.

Enter 1664 Prestige—an unexpected and unique beer brewed with champagne yeast and housed in a sleek elongated silhouette, giving a nod to traditional champagne bottle aesthetic. It exudes French sophistication and poise; good taste with a twist.

1664 brings a love of French-ness and good taste to the everyday, whilst leveraging the power of unexpected and appealing juxtapositions. Through 1664 Prestige gifting, Chinese consumers are invited to experience French ‘savoir faire’ - finesse and sophistication - with a modern playful twist. We celebrated with bold crafted graphical illustration that shouts French audacity and playful confidence, delivered in a striking 1664 Prestige gift box which is beautifully crafted and foiled with gold.

1664 Prestige rejoices the everyday with sparkling joy and imagination, delivering bubbly good times effortlessly in the spirit of joie de vivre – the perfect accompaniment to those everyday, special moments.