Editor's Note Kronenbourg 1664

Editor’s Note – December 2021

[Editor’s Note]

Carlsberg Malaysia Debuts the 1664 Rosé in Malaysia

A pic with Carlsberg Malaysia’s Sales Director Gary Tan and the pretty brand ambassadors during the “Pause for a Blue Christmas” event back in 2017!

I’ve had many fond moments with Kronenbourg 1664 ever since it was launched by Carlsberg Malaysia back in December 2010, which was during my early days with the media (https://timchew.net/2010/12/02/kronenbourg-1664-launch-at-the-hill/).

Six months later, Carlsberg Malaysia added another variant with the launch of Kronenbourg 1664 Blanc (which you now know as 1664 Blanc): https://timchew.net/2011/06/30/launch-of-kronenbourg-1664-blanc-290611/

Since then, the brand has organised many memorable events for media and consumers to introduce the French way of life to Malaysians such as:

A whole slew of fashion-related events:

While being somewhat of a foodie, I really enjoyed the dining events:

Building on the success of the French’s wheat beer in product innovations, Carlsberg Malaysia launches a brand-new variant, 1664 Rosé, a wheat beer with a hint of raspberry, on 3 December 2021 at a launch in Kuala Lumpur.  

“1664 Blanc is the leading brand in our premium portfolios and has been growing steadily these years albeit the pandemic. This evening, we are excited to host you over a ‘good taste with a twist’ dinner where you can experience the playfully elegance 1664 Rosé, our French premium wheat beer with a hint of raspberry in a tantalizing delicious pink-amber brew.”

Stefano Clini, Carlsberg Malaysia’s Managing Director

Malaysia is the second Asian market after China to launch 1664 Rosé. This product launch, amid the challenging backdrop of pandemic, shows the brewer’s commitment in constantly offering quality innovation and its confidence in driving premiumisation. “We are very encouraged by 1664 Blanc’s performance in the trade, especially in the off-trade, and hence made up our mind to sharing more good taste and giving more choices to wheat beer consumers with a new variant – 1664 Rosé,” Clini added.

Stefano Clini, Carlsberg Malaysia’s Managing Director

Marketing Director Caroline Moreau gave a presentation on the humble beginning of the brand Kronenbourg 1664 born in France in 1664. “Being the only beer in the world named after a date, Kronenbourg 1664 is brewed with the best ingredients like the unique Strisselspalt hops and has created wheat beer range the comes a with playful twist,” said Moreau.

“As a French brand and being a French myself, we always try to drink with elegance. Adding 1664 Rosé to the already popular 1664 Blanc, we promise more good taste can be shared with friends, more moments of true conviviality can be shared, and bringing a little ooh-la-la to the everyday life”, she added.

Caroline Moreau, Marketing Director of Carlsberg Malaysia

From 15 November 2021, consumers can take a virtual trip to France – the home of 1664 Rosé – through an immersive augmented reality brew experience simply by tapping on a link or scanning a QR code on 1664’s social media pages on Instagram and Facebook.

After enjoying the virtual introduction and interactive tasting experience of 1664’s newest brew, users can purchase the product directly from e-commerce partners at an introductory price.

The virtual experience also comes with a special photo filter for users to attempt their best 1664 Rosé selfie, share it through social media, and stand to win a grand prize trip for two to Paris which includes a complimentary stay in a Parisian hotel, in addition to 60 weekly prizes of 1664 Rosé samples to share good taste during this festive season.

Consumers can also enjoy numerous promotions from now until 31 December 2021, with introductory prices at selected supermarkets, hypermarkets, convenience stores, and e-commerce sites.

At selected bars, restaurants and bistros, any purchase of five bottles, three full pints or 6 half-pints of 1664 Blanc will entitle consumers to one free bottle of 1664 Rosé during the campaign period.

1664 Rosé comes in 320ml cans and 325ml bottles and is now available nationwide.

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Photo credits: Carlsberg Malaysia


On a separate note, 2021 has been a very challenging year due to the multiple and prolonged lockdowns in Malaysia which affected many businesses, especially the micro, small and medium enterprise category, as well as the lives and livelihoods of many citizens. This is why proper and competent governance is absolutely crucial for the wellbeing of a nation. Let’s hope that 2022 will be a much better year for everyone.

I’d like to take this opportunity to thank you for being a reader of my site.

Here’s wishing you a Happy New Year 2022 in advance!

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