Say “Bonjour, 1664 Rose!” to 1664’s Latest Wheat Beer

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Say “Bonjour, 1664 Rose!”

Fancy experiencing good taste that is uniquely French?

Building on the runway 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, sharing good taste with consumers. Malaysian drinkers seeking a refreshing brew with a unique twist can now say ‘Bonjour!’, or ‘Hello!’ in French, to 1664 Rosé!

1664 Rose

1664 Rosé is a premium wheat beer with a hint of raspberry and the latest addition to Carlsberg Malaysia’s wheat beer line-up since the introduction of its best-selling 1664 Blanc in 2011. 1664 Rosé gets its name from its delicately hazy, pink-amber brew as well as its light and refreshing taste with aromatic undertones of fruity raspberry, which is definitely a twist on conventional brews with its unique and distinctive taste profile.

1664 Rose, premium wheat beer with a hint of raspberry
1664 Rose, premium wheat beer with a hint of raspberry

Malaysia is the second country in Asia after China to launch this variant, giving consumers a refreshing addition to wine and lagers on a social night-out or in the comfort of their homes. This product launch, amid the challenging backdrop of pandemic, shows the brewer’s commitment in constantly offering quality innovation and its confidence in driving premiumization.

Caroline Moreau, Marketing Director of Carlsberg Malaysia commented, “Our 1664 Blanc is the best-selling wheat beer in Malaysia, and now we are excited to share more good taste through the introduction of 1664 Rosé, giving our consumers more choices among wheat beers on the market.”

“We are doubly proud that Malaysia has been selected as the second Asian market after China to welcome this new variant with cheers of ‘Bonjour, 1664 Rose!’ With its light, refreshing taste and well-balanced flavor, 1664 Rosé caters to a wide range of drinkers seeking more variety and we’re excited to launch this brew just in time for the year-end festive season,” added Moreau.

Santé with 1664 Rose
Santé with 1664 Rose

To introduce 1664 Rosé, Carlsberg Malaysia is offering consumer promotions and an exciting augmented reality experience and contest throughout the launch period.

From 15 November, 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, 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. Follow @1664BlancMY on Facebook and Instagram or for more information.

Remember to always #CelebrateResponsibly – if you drink, don’t drive!


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