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Robert Pattinson is taking on a new role as the first-ever global brand ambassador for French beer brand 1664.
The actor will star in a new campaign director by Oscar-nominated director Brady Corbet that is set to debut early next year. No other details have been released about the spot, with 1664 only teasing that the campaign “unveils a cinematic exploration of contrasting perspectives on good taste,” while adding that Pattinson will “invite the world to see ‘good taste’ from fresh angles, with 1664 positioned as the beer that brings people together.”
Pattinson is expected to help promote the alcohol brand’s premium line of offerings, which include 1664 Blanc — a French wheat beer known for its hazy appearance and light, smooth citrusy taste.
1664 calls Pattinson an ideal talent to partner with, saying that his “unique style and point of view” blends perfectly with the brand’s “Parisian roots and effortless sophistication.”
In a press release, the beer brand also champions the “unconventional” collaboration between Pattison and Corbet, writing that it “signals an audacious creative leap for 1664, which blends sophistication with a distinctive edge.”
“We’re thrilled to unite Robert Pattinson and Brady Corbet, two icons of modern creativity, to create a campaign that dramatises the debate of good taste”, says Nikola Maravic, Global Marketing Director of 1664. “Together, their unique personalities and creative styles challenge convention, with 1664 being at the heart of the discussion. Our longstanding mission to elevate beer into a premium lifestyle experience is underway.”
1664 is part of the Kronenbourg brand, which brewed its first golden pale lager in France in yes, 1664. The French pale ale still contains Strisselspalt hops that are unique to the Alsace, France site of its first brewery.