Malaysia: Carlsberg Malaysia launches new variant of Kronenbourg 1664

Carlsberg Malaysia has launched a new variant for its French premium wheat beer range, Kronenbourg 1664, The Star reported on December 17.

Called the 1664 Rosé, the pink-amber brew has a refreshing taste with hints of fruity raspberry.

Carlsberg Malaysia managing director Stefano Clini said the 1664 Rosé — which comes in the brand’s iconic bottle — gave customers more choices of wheat beer.

“The 1664 is the leading brand in our portfolio and has been growing steadily these years in spite of the Covid-19 pandemic.

“Encouraged by its performance, especially in the off-trade, we wanted to share this new flavour with the public,” he said during a media launch at Envi Skydining in Menara TA One, Kuala Lumpur.

Carlsberg Malaysia marketing director Caroline Moreau shared the beer brand’s humble beginnings.

“Being the only beer in the world named after a date, 1664 represents the year the brewery was founded in Strasbourg, France.

“Kronenbourg 1664 is brewed with premium ingredients like the unique Strisselspalt hops.

“With the addition of 1664 Rosé to the already popular 1664 Blanc, we promise that more good taste and moments can be shared with friends,” she said.

After China, Malaysia is the second country in Asia to launch the 1664 Rosé.

Guests and business partners at the launch were treated to a four-course wheat beer pairing dinner amid a French setting and lively music.

Consumers can take a virtual trip to France through an immersive augmented reality brew experience by tapping on a link or scanning a QR code on 1664’s social media pages.

The virtual experience also comes with a special photo filter for users to attempt their best 1664 Rosé selfie, share it on social media and stand a chance of winning 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 during this festive season.

17 December, 2021