Carlsberg’s super-premium French beer brand, 1664 Blanc, has reaffirmed its role as the principal partner of London Fashion Week (LFW) for a second consecutive year. This collaboration, which debuted in 2024 alongside the brand’s UK launch, underscores its commitment to creativity, self-expression, and a lifestyle-driven brand image.
1664 Blanc’s Presence at LFW 2025
As part of its ongoing engagement with the fashion world, 1664 Blanc will partner with several NewGen designers, offering consumers a chance to attend exclusive runway shows, meet designers backstage, and enjoy a luxury hospitality experience. Additionally, the brand will support the British Fashion Council’s (BFC) pop-up concept, The Shop at LFW, which will showcase curated collections from emerging designers.
Beyond runway collaborations, 1664 Blanc will host a bespoke bar at the event, allowing attendees to experience the brand firsthand while participating in exclusive discussions, sustainability workshops, and customization stations.
Why Is a Beer Brand Aligning with High Fashion?
Beer and high fashion may seem like an unlikely pairing, but 1664 Blanc’s strategy reflects a broader trend in premium beverage marketing. As beer brands seek to elevate their image and tap into aspirational lifestyles, collaborations with fashion, art, and luxury events have become increasingly common.
This move is particularly significant given the evolution of the premium and super-premium beer segments. In recent years, brands like Peroni and Stella Artois have positioned themselves beyond traditional beer marketing, associating with culinary arts, design, and high-end social experiences. 1664 Blanc’s partnership with LFW suggests a similar trajectory, leveraging fashion’s cultural influence to differentiate itself in a competitive market.
Does This Strategy Deliver Real Market Impact?
Aligning with LFW allows 1664 Blanc to engage a specific audience—young, style-conscious consumers who value experience-driven brands. However, the real question is whether such partnerships translate into sustained market growth.
Since launching in the UK, 1664 Blanc has secured placements in major retailers such as Tesco, Sainsbury’s, and Waitrose. While brand visibility at an event like LFW enhances its premium appeal, long-term success will depend on whether this image-driven strategy leads to increased sales and brand loyalty in a highly competitive beer landscape.
Carlsberg’s broader strategy also plays a role. With the company recently gaining full control of the Kronenbourg 1664 brand and expanding its portfolio through acquisitions such as Britvic, the LFW collaboration aligns with a push to strengthen premium brand positioning within its portfolio.
A Marketing Gimmick or a Smart Brand Play?
1664 Blanc’s renewed partnership with London Fashion Week is a bold marketing play that positions the brand at the intersection of premium beer and high-end lifestyle culture. Whether this strategy ultimately translates into stronger market penetration remains to be seen, but it undoubtedly signals a shift in how beer brands are redefining their identities.
As the industry continues to evolve, Drinks Times will be closely watching how brands like 1664 Blanc navigate the growing intersection of beverage, fashion, and lifestyle marketing.
