The acclaimed actor and producer has been unveiled as the French beer brand’s first global brand ambassador.
Beer’s the word – or at least according to Robert Pattinson, who has taken on a new role as global brand ambassador for 1664, premium French beer brand. A first for both the business and the actor, cinema lies at the heart of this partnership, set to launch in 2026 with a bold campaign that will take over screens and billboards worldwide.
Directed by filmmaker Brady Corbet, the man (and mind) behind critically-acclaimed film The Brutalist, the campaign will explore contrasting perspectives on good taste – something both Pattinson and Corbet are well versed in. The collaboration will mark an exciting new chapter for 1664, bringing together the actor’s unique flair and point of view with the brand’s Parisian heritage and effortless sophistication.
“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, 1664’s Global Marketing Director. “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.”
This is the first sip in an exciting change of direction for both brand and actor, bringing a fresh energy and resolution to 1664’s good taste. “With Robert as the face of our next global campaign, we have a unique opportunity to take 1664 into new cultural territory and reach audiences in exciting new ways,” says Maravic. “This is more than a partnership – it’s a statement of intent.”
Words by Aswan Magumbe
