1664
A French lager brand from Brasseries Kronenbourg, built around the brewery’s historic 1664 origin and positioned as a refined, internationally sold premium beer.
Last updated October 13, 2026
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Overview
1664 is a French beer brand associated with Brasseries Kronenbourg, the Strasbourg-rooted brewer now owned by the Carlsberg Group. The brand name commemorates 1664, the year in which Geronimus Hatt, a qualified master brewer, established the brewery that became the historical foundation of Kronenbourg. The flagship Kronenbourg 1664 is a golden pale lager whose European formulation is commonly described as having an alcohol content of 5.5% by volume. Versions with lower alcohol content have been produced for particular markets, including the United Kingdom. The beer’s identity is closely linked to Alsace. Strisselspalt hops, a fragrant hop variety associated with the region, are used in the lager and contribute bitterness and citrus-like aroma. The historical brewery moved from Strasbourg to Cronenbourg after recurring flooding problems, and the business adopted the Kronenbourg name after a succession of earlier names, including Hatt Brewery and Tigre Bock. The 1664 label was introduced in 1952 to mark the brewery’s heritage and the legacy of its founder. Kronenbourg 1664 expanded beyond France during the 1950s, reaching the United Kingdom around the time of Queen Elizabeth II’s coronation and subsequently being exported to many other countries. Its international positioning has generally combined French and Alsatian provenance with a premium mainstream lager proposition. The portfolio has also included variants such as 1664 Blanc, a pale wheat beer marketed for its lighter appearance, citrus character, and distinctive blue packaging. Ownership and production arrangements have varied by market. Scottish & Newcastle acquired Kronenbourg in 2001. Heineken later held the UK production licence, while the Carlsberg Group owned and brewed the brand in other markets. In 2023, Carlsberg acquired the UK licence from Heineken; the UK transition was accompanied by revised packaging, marketing, and a reduction in the principal UK draught and packaged product’s stated alcohol content from 5% to 4.6%. The brand has maintained visibility through long-running British advertising. Campaigns have used themes including a distinctive kind of strength, the sensory appeal of opening and enjoying a bottle, smaller bubbles and smoother taste, slowing down to savour a beer, and the supposed celebrity status of Alsatian hop growers. Former footballer Eric Cantona became a prominent advertising figure in the 2010s. The brand remains active as part of Carlsberg’s international beer portfolio, with production and packaging formats differing by country.
History
The historical roots of 1664 reach back to Strasbourg in Alsace. Geronimus Hatt received his master brewer certificate in 1649 and established the Brasserie du Canon in 1664. That date later became the central heritage reference for the brand. The brewery was eventually moved from Strasbourg to the village of Cronenbourg because its original location was repeatedly affected by flooding. Strisselspalt hops were incorporated into the brewing tradition in 1885. The variety, associated with Alsace, became an enduring part of the beer’s regional identity and is credited with contributing aromatic and citrus-like notes alongside bitterness. The brewery’s corporate identity changed over time: Hatt Brewery became Tigre Bock in 1922, and the business later adopted the Kronenbourg name after the Second World War. Brasseries Kronenbourg launched Kronenbourg 1664 in 1952. The name honoured the brewery’s founding date and linked the new beer to Hatt’s legacy. The product was sold in France and entered Britain around the 1953 coronation of Queen Elizabeth II. From Britain and France it expanded into wider export markets, eventually becoming available in dozens of countries. The ownership history changed substantially in the twenty-first century. Scottish & Newcastle bought Kronenbourg in 2001 for a reported £1.7 billion. Heineken subsequently held the UK production licence from 2008, while Carlsberg owned and brewed Kronenbourg products in other markets. In 2023, Carlsberg acquired the UK licence from Heineken. The UK transition brought changes to production, labelling, and communications, including a move from a 5% to a 4.6% ABV specification for the relevant UK product. Production has taken place in France, the United Kingdom, and Australia, with the precise brewer and formulation dependent on the market. In the UK, the brand has been sold in draught form and in bottles and cans, including 275 ml and 660 ml bottles and 440 ml and 568 ml cans. The UK brewery in Manchester has received significant investment in facilities and production capacity. Marketing has been an important part of the brand’s international identity, particularly in Britain. The 1980s “A Different Kind of Strength” campaign presented the beer as a source of confidence in a pool-playing story. The 2000 “Femme Fatale” advertisement used comic misdirection to suggest that men were distracted by a woman before revealing their fixation on a glass of beer. The advertisement attracted complaints to the UK Advertising Standards Authority, but the complaints were rejected. In 2004, “Composer” presented opening the beer as a moment that should interrupt ordinary activity so the drink could be enjoyed. “Smaller Bubbles, Smoother Taste,” first shown in 2009, dramatized chefs manipulating a large bubble into smaller bubbles to communicate a smoother drinking experience. In 2010, the “Slow the Pace” campaign featured Motörhead and Madness performing slowed-down versions of songs in a pub setting, encouraging consumers to pause and savour the beer. The 2013 “A Taste Suprême” campaign featured former footballer Eric Cantona and portrayed French hop farmers as figures deserving the same status as celebrated British footballers. The UK regulator initially banned the advertisement after complaints that it was misleading, but the ruling was later overturned following a reconsideration request by Heineken. Cantona returned in 2016 for the digital #lebigswim campaign, which challenged a stated number of British participants to affirm the beer’s taste and proposed that he would swim the English Channel if the target was met. He also appeared in “The Alsace-tians,” an advertisement that adapted the familiar image of rescue dogs with barrels by having Alsatian dogs deliver Kronenbourg 1664. Today, 1664 remains an active beer brand under the Carlsberg Group. Its proposition rests on French origin, Alsatian brewing references, Strisselspalt hops, a broad international distribution network, and a portfolio extending beyond the core golden lager to products such as 1664 Blanc.
- 2023
Carlsberg takes over the UK licence
[1]Carlsberg acquired the UK production licence from Heineken, later implementing a revised UK product and packaging specification.
- 2008
Carlsberg becomes the owner and Heineken receives the UK production licence
[1]Following the joint acquisition and breakup of Scottish & Newcastle by Carlsberg and Heineken, Carlsberg took control of Brasseries Kronenbourg and its brands, while Heineken took over the licence to produce Kronenbourg 1664 in the UK.
- 2008
Carlsberg becomes the owner
[5]Following the joint acquisition and breakup of Scottish & Newcastle by Carlsberg and Heineken, Carlsberg took control of Brasseries Kronenbourg and its brands.
- 2001
Scottish & Newcastle acquires Kronenbourg
[1]Scottish & Newcastle purchased Kronenbourg, changing the ownership context for the 1664 brand.
- 2000
1664 Blanc enters the portfolio
[3]The brand broadened beyond its classic lager with 1664 Blanc, a cloudy wheat-style beer marketed with citrus and aromatic cues.
- 1969
Production center established at Obernai
[4]The modern Brasseries Kronenbourg production operation became associated with the Obernai site in Alsace as brewing capacity was consolidated outside Strasbourg.
- 1953
The brand enters Britain
[1]Kronenbourg 1664 was imported into Britain around the coronation of Queen Elizabeth II and later expanded to further export markets.
- 1952
Kronenbourg 1664 launches
[1]Brasseries Kronenbourg introduced the beer under a name commemorating the brewery's 1664 origins.
- 1952
The 1664 brand is introduced
[3]The brewery introduced a beer carrying the 1664 name, linking its contemporary product identity to the historical Strasbourg brewing tradition.
- 1922
Hatt Brewery becomes Tigre Bock
[1]The historical brewery changed its name from Hatt Brewery to Tigre Bock.
Products and positioning
Premium French and Alsatian beer with an accessible international lager profile, emphasizing brewing heritage, a refined taste profile, French lifestyle, gastronomy, and contemporary social occasions.
Pale lager · 1952
Kronenbourg 1664 Lager
The core 1664 product is a golden pale lager associated with French and Alsatian brewing. Its continental European version is commonly described as 5.5% ABV and uses Strisselspalt hops, which contribute a fragrant, bitter, and citrus-influenced profile. Market-specific versions can differ in alcohol content; the UK specification transitioned from 5% to 4.6% after Carlsberg took over the UK licence. It is sold in draught, bottle, and can formats. The core 1664 product is a pale lager associated with French brewing and premium mainstream positioning. It is typically presented as a golden beer with moderate bitterness, a clean finish, and a more aromatic profile than a basic international lager. Branding commonly uses blue-and-gold packaging and emphasizes the 1664 heritage. Recipe, alcohol strength, packaging, and availability may vary by country.
Wheat beer · 2000
1664 Blanc
1664 Blanc is the brand's best-known wheat-beer variant, launched in 2000. It is positioned as a lighter and more aromatic alternative to the core lager, with a pale, cloudy presentation and a fruit-forward, citrus-associated taste profile. The product is particularly important to the brand's international image because it extends 1664 beyond conventional golden lager while retaining the French premium positioning. 1664 Blanc is a cloudy, pale wheat-style extension of the 1664 range. It is commonly associated with citrus-oriented aroma and flavor, a softer mouthfeel, and a more contemporary alternative to the flagship lager. Its distinctive pale-blue presentation and fruit-led profile have helped the brand reach consumers seeking a less conventional beer. Product specifications and distribution differ across markets.
Flavored beer
1664 Rosé
1664 Rosé is a market-specific extension positioned around a fruit-influenced, pink or rosé-colored beer experience. It uses the established 1664 design language while targeting occasions and consumers interested in lighter, sweeter, or more visually distinctive beer products. It is not necessarily available in every country and should be treated as a regional portfolio item.
Alcohol-free beer
1664 0.0
1664 0.0 is an alcohol-free or de-alcoholized extension offered in selected markets. It adapts the brand's French premium cues to the moderation and alcohol-free beer category. Availability, formulation, and naming are market dependent, and it should not be assumed to be distributed uniformly across the international 1664 network.
Marketing campaigns
- 2016#lebigswim
United Kingdom
Eric Cantona challenged British consumers to endorse Kronenbourg 1664 as the world's best-tasting beer, promising to swim the English Channel if a stated participation threshold was reached. It used a digital participation mechanic to extend the Cantona brand association.
Outcome. Used a digital participation mechanic to extend the Cantona brand association.
- 2016The Alsace-tians
United Kingdom
The campaign adapted the familiar image of rescue dogs carrying barrels by showing Alsatian dogs delivering Kronenbourg 1664. It connected the product with Alsace through a humorous television concept.
Outcome. Connected the product with Alsace through a humorous television concept.
- 2013A Taste Suprême
United Kingdom
Eric Cantona starred in a campaign presenting French hop farmers as celebrities comparable to famous British footballers. The advertisement used French agricultural provenance as a premium cue. The UK advertisement was initially banned as misleading after complaints, but the ruling was later overturned following reconsideration.
Outcome. The UK advertisement was initially banned as misleading after complaints, but the ruling was later overturned following reconsideration.
- 2010Slow the Pace
United Kingdom
Motörhead and Madness appeared in advertisements performing slower, more relaxed versions of their music in a busy pub environment. The campaign encouraged viewers to slow down and savour the beer, extending the brand's cultural positioning through music partnerships.
Outcome. Extended the brand’s cultural positioning through music partnerships.
- 2009Smaller Bubbles, Smoother Taste
United Kingdom
Chefs used exaggerated culinary tools and techniques to turn a large bubble into smaller bubbles, expressing the beer's claimed smoothness. It created a product-focused television execution centred on carbonation and mouthfeel.
Outcome. Created a product-focused television execution centred on carbonation and mouthfeel.
- 2004Composer
United Kingdom
The campaign portrayed opening a bottle as a moment that should cause people to stop what they are doing and enjoy the beer. The advertisement was directed by Malcolm Venville. It reinforced the idea of beer as a deliberate, sensory pause.
Outcome. Reinforced the idea of beer as a deliberate, sensory pause.
- 2000Femme Fatale
United Kingdom
The advertisement initially suggested that men were distracted by a woman, then revealed that their attention was directed toward a glass of Kronenbourg 1664. The campaign received more than 60 complaints to the UK Advertising Standards Authority; the complaints were rejected.
Outcome. The campaign received more than 60 complaints to the UK Advertising Standards Authority; the complaints were rejected.
- 1980A Different Kind of Strength
United Kingdom
A television campaign used a pool-playing narrative to associate Kronenbourg 1664 with confidence and a distinctive form of strength. It established a memorable British advertising platform for the brand.
Outcome. Established a memorable British advertising platform for the brand.
Brand decisions
2023
Carlsberg acquires the UK production licenceM&ABackground
Heineken had been responsible for UK production under licence since 2008, while Carlsberg owned and brewed the brand in other markets.
Action taken
Carlsberg purchased the UK Kronenbourg 1664 production licence from Heineken.
Aftermath
The UK product moved to a 4.6% ABV specification from 5%, with revised labels and marketing introduced during the transition.
2013
Regulatory review of the A Taste Suprême advertisementOtherBackground
The advertising campaign featuring Eric Cantona attracted complaints that its presentation of the product was misleading.
Action taken
The UK Advertising Standards Authority banned the advertisement; Heineken requested reconsideration.
Aftermath
The original ruling was subsequently overturned.
2008
Transfer of Kronenbourg to Carlsberg and Heineken takes over UK production licensingOtherBackground
The UK production arrangement for Kronenbourg 1664 changed after Scottish & Newcastle’s ownership period. Brasseries Kronenbourg and its brands were part of the Scottish & Newcastle assets acquired jointly by Carlsberg and Heineken.
Action taken
The transaction divided Scottish & Newcastle's assets, with Carlsberg taking ownership of the Kronenbourg business and Heineken acquiring the licence to produce the brand in the United Kingdom.
Aftermath
Kronenbourg 1664 became part of Carlsberg's international brand portfolio and continued to operate as a French-origin brand within the group. Heineken produced the UK version until the licence was transferred to Carlsberg in 2023.
2001
Scottish & Newcastle acquires the Kronenbourg businessM&ABackground
Kronenbourg and its associated brands, including 1664, became part of Scottish & Newcastle's brewing operations.
Action taken
Scottish & Newcastle completed the acquisition.
Aftermath
The brand later operated under licensing and ownership arrangements involving Heineken and Carlsberg in different markets.
Sources5 sources
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