Revolution in the German beer market: Carlsberg brings 1664 Blanc to Germany

1664 Blanc - the new blue icon on German beer shelves
The launch of 1664 Blanc is the biggest Carlsberg Germany innovation in ten yearsSince 2016, the international Carlsberg Group has been marketing the unique beer worldwide as a stylish brand that is continuously growing. Although the beer market as a whole has tended to decline in recent years, the international premium beer segment in Germany is growing by 7.7 % - with easily accessible beers being particularly popular. The mild flavour with a refreshing citrus twist therefore makes the global shooting star a growth opportunity and represents a revolution in the beer segment with its unique marketing approach. 1664 Blanc is a lifestyle beer that is marketed like a fashion brand, demonstrating not only flavour but also a flair for trends. This is arousing the interest of young, trend-conscious consumers and existing beer lovers alike - and addresses the female target group to win women for this beer style.

Good taste with a twist: flavour, image and beer style in a blue bottle
1664 Blanc is a naturally cloudy, refreshingly mild beer with a surprising citrus flavour and a hint of spice. The alcohol content is 5 %. Market research in Germany attests to the brand's positive feedback: respondents find the brand world attractive, high-quality and modern. The flavour is also rated very positively.

"In a rather traditional German beer market, we are seeing increased demand for young, refreshing innovations and marketing approaches. With our stylish newcomer 1664 Blanc, we are filling a gap in the market and bringing international flair, refreshment and elegance to Germany. We are looking forward to conquering the local market with a lifestyle beer that cannot be pigeonholed and is convincing in every respect in terms of flavour and appearance," says Simon Mosegaard Fibiger, CEO of Carlsberg Germany.

Spotlight on: Attention-grabbing activation for the launch of the new shooting star
The brand launch of 1664 Blanc will be accompanied by an extensive marketing package and a large-scale sampling campaign with half a million bottles in the target group-relevant environment. To promote sales, a high-reach launch campaign with national digital advertising, C-TV and highly visible OOH communication (giant poster, digital OOH, luxury OOH in the shopping environment) will take place in the cities of Hamburg, Berlin and Düsseldorf in spring 2024.

There will also be a PR and influencer event for the launch as well as collaborations in the appropriate 1664 Blanc lifestyle environment. From July, 1664 Blanc will be the official partner of Berlin Fashion Week, with a further campaign push to coincide with the start of the numerous fashion shows in the capital. The blue bottle will also be an official partner at this year's OMR, one of Europe's largest digital trade fairs in Hamburg. The brand is always presented in an exciting way so that visitors can not only enjoy the flavours, but also immerse themselves in the blue universe of 1664 Blanc.

The retail launch is also supported by stylish activations: At the POS, customers can expect matching premium displays and 300 large-scale placements with 1664 Blanc blue fashion umbrellas and premium bar tables. Small displays are available for city centre stores. Additional "Blue Hour" activations in the catering and e-commerce sectors will give 1664 Blanc exactly the spotlight it deserves.

1664 Blanc will be available in 20-litre DraughtMaster kegs in the catering trade from January and in stores from March - both as 6 x 0.33-litre returnable bottles (RRP €7.49) and single bottles (RRP €1.25).