1664 Bière 0.0% to get off-trade launch

• Product: 1664 Bière 0.0%
• Supplier: Carlsberg Britvic
• RRP: £4.75 (6x330ml)
• Available: April

Carlsberg Britvic has confirmed an off-trade launch for alcohol-free 1664 Bière 0.0%, following its on-trade launch at the beginning of 2025.

The new variety will be launching in April in a 6x330ml can format.

It comes as the low & no alcohol category has continued to attract new drinkers. Kantar figures show that 42.8% of drinks (21.2 million) have said they are moderating their alcohol consumption in the past 12 months, an increase of 2.2 million compared to 2016.

CMBC unveils relaunched 1664 Bière with off-trade cash promo

Carlsberg Britvic will support 1664 Bière 0.0% with a multimillion-pound marketing campaign launching from April across TV, out of home, social & digital displays.

Dharmesh Rana, director of marketing for premium brands at Carlsberg Britvic, said: “As consumers look to moderate their drinking across different occasions, whether that’s out with friends or at home with family, it’s essential that brands provide great-tasting options that don’t compromise on flavour or sophistication.

“1664 Bière 0.0% is a perfectly balanced, flavourful and eminently sippable beer and we’re confident this brand can go head-to-head with the market leader.”

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