1664 Launches the ‘Unquestionably Good Taste’ Campaign, Starring Robert Pattinson

• Premium French beer brand 1664 unveils new global brand platform Unquestionably Good Taste, reframing Good Taste as proudly subjective

• Cinematic launch film starring global brand ambassador Robert Pattinson, directed by Golden Globe, BAFTA and Academy Award winning filmmaker Brady Corbet through Magna Studios
• Robert Pattinson takes on three contrasting roles - a modern minimalist character, an avant-garde artist, and an eccentric older ‘dandy’ - disagreeing on everything except 1664

Premium French beer brand 1664 today launches Unquestionably Good Taste, a new global campaign and long-term brand platform designed to reinforce the brand’s premium positioning while celebrating the subjectivity of modern taste.

At a time when opinions are louder than ever, 1664 advocates for individual expressions that combat rigid taste definitions. The idea behind Unquestionably Good Taste is that while we may never see eye to eye on what defines good taste, realising that you can agree to disagree creates a healthy discourse for debate.

The platform launch is led by a cinematic Paris-set short film starring 1664’s global brand ambassador Robert Pattinson and directed by acclaimed filmmaker Brady Corbet through Magna Studios - director of the Oscar-winning epic The Brutalist (Golden Globe and BAFTA award for Best Director), as well as Vox Lux and The Childhood of a Leader - brings his distinctive visual style and character-driven storytelling to the film, framing the debate around “good taste” through three sharply contrasting characters played by Pattinson.

Premiering 1st April 2026, the film sees Pattinson playing a modern minimalist character, an avant-garde artist, and an eccentric older ‘dandy’. Each character is entirely convinced they embody the pinnacle of good taste. As their worlds collide and their certainty escalates, the tension builds - until one shared truth emerges: 1664 is Unquestionably Good Taste.

Set in Paris, the home of 1664’s iconic French identity, the film combines cinematic craft with playful cultural commentary, reinforcing the brand’s premium positioning while leaning into humour and debate.

Robert Pattinson, says: “Working with 1664 has been refreshing because there’s a strong sense of style and humour in the work. I was drawn to the idea of playing characters who are each completely convinced they’re right. Taste is such a personal thing - everyone thinks they’ve cracked it. The fun of the film is watching that certainty unravel and explore how subjective Good Taste really is.”

Brady Corbet, director, says: “It was a pleasure to spend a few days making this film for 1664 with Robert Pattinson, Lol Crawley and my team at Magna Studios. We wanted to create something cinematic and slightly surreal to explore just how subjective the idea of ‘good taste’ really is.”

The campaign is underpinned by the newly released white paper ‘A Question of Good Taste’*, a 1664 global study spanning Asia, Europe and North America. The research highlights a striking cultural tension: while 83% of people believe they personally have good taste, just 31% agree on what good taste actually means. The findings reinforce the campaign’s central idea - that taste is deeply personal, cultural and proudly subjective.

“The Unquestionably Good Taste campaign reflects 1664’s broader brand purpose: to champion good taste as a form of self-expression. Good Taste is one of culture’s most debated ideas — and a space where 1664 has always stood confidently apart. As the world’s most distinctive beer brand, proudly blue in a sea of green, we embrace the clash of opinions that define it,” says Seva Nikolaev, Global Vice-President for Premium Brands at Carlsberg. “Unquestionably Good Taste celebrates those confident enough to own their perspective."​

The global brand platform and integrated campaign were developed by Fold7 and will run across TV, digital, social and OOH, with in-store work created by Live & Breathe. Alongside this, Full Fat developed the ‘A Question of Good Taste’ narrative and accompanying research paper to articulate and support the platform.

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Link to visual assets: https://drive.google.com/drive/folders/1JdmpKWnHX4L6v819uvmsUriF6VFuGtfb?usp=sharing

For all enquiries, contact Full Fat: [email protected] 

About 1664 Blanc

Blue in bottle and iconic in flavour. 1664 Blanc is a light and refreshing premium bière française with a hint of citrus and a delicate touch of spice. Perfect for moments with friends. To find out more, please visit @1664blanc.

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