Carlsberg Group revamps look of iconic 1664 Blanc beer

Carlsberg Group has revamped its beer brand, 1664 Blanc’s brand identity across its portfolio as it looks to elevate the brand image and build on the global success it has found, according to the brand.

While the beer’s signature blue bottle remains untouched, its packaging now includes a more contemporary iteration of the brand’s cocarde, with varied styling and a new bespoke typeface, all printed on a premium matte label.

The brand still aims to adhere to the beer’s French identity, while the revamp has been designed to feel modern but easily recognisable in order to continue building premium perceptions.

Andrew Khan, the VP of marketing of global premium beyond beer said that 1664 Blanc is a leading super premium brand in Carlsberg Group’s portfolio, showing confident growth across its key regions. “This refreshed visual identity is an important step towards achieving the brand vision and will boost 1664’s growth as they expand into new markets,” he added.

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Leveraging the global communication platform “Good taste with a twist” and delivering the immersive experience through different touchpoints, 1664 Blanc stretches what a beer brand can represent, expressed through premium accessibility.

This is not the first beverage revamp that Carlsberg has been involved with as of late.

In May this year, Carlsberg Hong Kong joined forces with its Malaysia and Singapore counterparts to relaunch a refreshed new look and feel for its beer brand SKOL to appeal to younger consumers.

The new SKOL brand identity and packaging comes with the eagle, symbolising freedom and confidence, “unwinding and unplugging”, and resonates with consumers who wish to wind down after a hard day of work.

This comes as Carlsberg’s in-depth consumer studies showed that with the new vibrant yellow and red colour, SKOL stands out on the shelves amongst the competitors with a younger brand imagery.

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