Carlsberg Britvic is to launch its alcohol-free 1664 Bière variant into grocery.
The drink, called 1664 Bière 0.0%, is tipped as offering “the rich and balanced taste that 1664 is known for”, but without the alcohol.
It will roll into Tesco, Asda and Waitrose, among other national retailers, in April (rsp: £4.75/6x330ml), following a “successful launch” in the on-trade at the beginning of 2025, with nearly 500 outlets already pouring the beer on draught.
The brand will be further supported in the on-trade with a standalone branded fount launching in April across both 1664 Bière and 1664 Bière 0.0%.
1664 Bière 0.0% had “performed strongly in consumer research” ahead of its launch, said Carlsberg Britvic.
1664 Bière, formerly known as Kronenbourg 1664, was rebranded last April to emphasise the beer’s “premium, French credentials”.
Since then, the brand had gone from “strength to strength”, said Dharmesh Rana, director of marketing for premium brands at Carlsberg Britvic.
“As the alcohol-free beer category continues to grow, we are thrilled to continue driving the 1664 brand to new heights with the launch of 1664 Bière 0.0% in the UK.
“1664 Bière 0.0% is a perfectly balanced, flavourful and eminently sippable beer and we’re confident that this brand can go head-to-head with the market leader.”
The launch will be backed with a “multimillion-pound” campaign from April into summer, spanning TV, out of home, social media and digital display.
No comments yet