• Product: 1664 Bière
• Supplier: Carlsberg Marston’s Brewing Company
• Available: April

Carlsberg Marston’s Brewing Company (CMBC) has unveiled 1664 Bière, its relaunch of Kronenbourg 1664 to mark the beer’s 360th anniversary.

Set to be available this month, the launch of 1664 Bière follows on from CMBC acquiring the rights to produce and distribute the Kronenbourg brand in the UK from Heineken.

1664 Bière has an updated pack design that retains the red, white and blue colours emphasising its French heritage.

CMBC is also supporting the launch with independent retailers through a new promotion in the convenience and wholesale channel.

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From 22 April, the ‘Win 1664’ campaign will give shoppers the chance to win £1,664 every week by purchasing any 1664 Bière pack. Shoppers can enter by scanning QR codes accessible on branded in-store PoS.

Shoppers will also have the chance to win instant cash prizes and money off through a partnership with PayPoint.

Dharmesh Rana, director of marketing, premium brands at CMBC, said: “With a refreshed contemporary appeal, it’s a case of evolution not revolution, aiming to inspire both existing drinkers as well as those who have never tried this world-renowned lager before.

“We’re excited to put the 1664 Bière brand back where it belongs – front and centre, celebrating its 360 years of premium heritage and the phenomenal taste of this premium beer.”

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