1664 LAUNCHES GLOBAL CAMPAIGN WITH ROBERT PATTINSON

1664 beer has launched “Unquestionably Good Taste,” a global campaign fronted by Robert Pattinson in a Paris-set short film directed by Brady Corbet. Exploring the subjectivity of taste, the initiative is backed by global research and will roll out across multiple platforms, reinforcing the brand’s premium French identity.

Premium French beer brand 1664 has unveiled “Unquestionably Good Taste,” a bold new global campaign designed to reinforce its premium positioning while celebrating the subjectivity of modern taste. At its centre is a cinematic short film starring Robert Pattinson, directed by Brady Corbet, premiering in Paris on 1 April 2026.  

The film, produced through Magna Studios, sees Pattinson embody three contrasting personas—a minimalist, an avant-garde artist, and an eccentric dandy—each convinced they epitomise good taste. Their clash of perspectives culminates in a playful yet unifying conclusion that positions 1664 as the embodiment of “Unquestionably Good Taste.” Set against a Parisian backdrop, the narrative blends cultural commentary with cinematic flair, underscoring the brand’s French identity and premium appeal.  

Supporting the campaign is a global research study, “A Question of Good Taste,” spanning Asia, Europe and North America. Findings reveal a paradox: while 83 percent of respondents believe they have good taste, only 31 percent agree on what it actually means. This insight anchors the campaign’s message—that taste is personal, culturally shaped and inherently subjective.  

Seva Nikolaev, Global Vice-President for Premium Brands at Carlsberg Group, described the initiative as a celebration of taste as self-expression, while Laurent Cayet, VP Creative & Experience, emphasised its role in reimagining taste as an evolving concept shaped by diverse perspectives. Developed by Fold7, the integrated campaign will roll out across television, digital, social and out-of-home platforms, supported by in-store activations and social extensions.