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The French beer brand unveils a bold new partnership with global icon Robert Pattinson, a creative campaign celebrating a multi-faceted take on the idea of good taste
LONDON, Oct. 1, 2025 /PRNewswire/ -- Premium French beer brand 1664 is proud to announce the start of an exciting new chapter, with the appointment of acclaimed actor, producer and global cultural icon Robert Pattinson as its first global brand ambassador.
At the heart of this new partnership is a bold global campaign set to launch in 2026, which unveils a cinematic exploration of contrasting perspectives on good taste. The campaign concept will be directed by acclaimed filmmaker, Brady Corbet. Corbet's most recent feature film, The Brutalist, was released in 2024 to critical acclaim and garnered 10 nominations at the Academy Awards in the categories of Best Director and Best Original Screenplay. He's also won the Silver Lion at the Venice International Film Festival and Best Director at the Golden Globes.
This collaboration marks an exciting new chapter for 1664, bringing together Pattinson's unique style and point of view with the brand's Parisian roots and effortless sophistication. Together, they invite the world to see 'good taste' from fresh angles, with 1664 positioned as the beer that brings people together.
Pairing Robert Pattinson and Brady Corbet signals an audacious creative leap for 1664, which blends sophistication with a distinctive edge. This collaboration embodies the spirit of 1664: unconventional, effortlessly stylish and confident.
"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, 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. This is only the first sip, stay tuned for more to come."
Pattinson's involvement brings a new energy to 1664's world with a playful resolution that everyone can agree on: that 1664 is good taste.
Maravic continues: "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. This is more than a partnership – it's a statement of intent."
Watch this space – an unexpected twist awaits.
About 1664 Blanc
Blue in bottle and iconic in flavour. 1664 Blanc is a light and refreshing premium beer, with a hint of spice and twist of citrus. Perfect for moments with friends. To find out more please visit @1664ukblanc.
The French beer brand unveils a bold new partnership with global icon Robert Pattinson, a creative campaign celebrating a multi-faceted take on the idea of good taste
LONDON, Oct. 1, 2025 /PRNewswire/ -- Premium French beer brand 1664 is proud to announce the start of an exciting new chapter, with the appointment of acclaimed actor, producer and global cultural icon Robert Pattinson as its first global brand ambassador.
At the heart of this new partnership is a bold global campaign set to launch in 2026, which unveils a cinematic exploration of contrasting perspectives on good taste. The campaign concept will be directed by acclaimed filmmaker, Brady Corbet. Corbet's most recent feature film, The Brutalist, was released in 2024 to critical acclaim and garnered 10 nominations at the Academy Awards in the categories of Best Director and Best Original Screenplay. He's also won the Silver Lion at the Venice International Film Festival and Best Director at the Golden Globes.
This collaboration marks an exciting new chapter for 1664, bringing together Pattinson's unique style and point of view with the brand's Parisian roots and effortless sophistication. Together, they invite the world to see 'good taste' from fresh angles, with 1664 positioned as the beer that brings people together.
Pairing Robert Pattinson and Brady Corbet signals an audacious creative leap for 1664, which blends sophistication with a distinctive edge. This collaboration embodies the spirit of 1664: unconventional, effortlessly stylish and confident.
"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, 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. This is only the first sip, stay tuned for more to come."
Pattinson's involvement brings a new energy to 1664's world with a playful resolution that everyone can agree on: that 1664 is good taste.
Maravic continues: "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. This is more than a partnership – it's a statement of intent."
Watch this space – an unexpected twist awaits.
About 1664 Blanc
Blue in bottle and iconic in flavour. 1664 Blanc is a light and refreshing premium beer, with a hint of spice and twist of citrus. Perfect for moments with friends. To find out more please visit @1664ukblanc.
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
1664 Announces Robert Pattinson as New Global Brand Ambassador
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BEIJING, June 3, 2026 /PRNewswire/ -- Cheung Kong Graduate School of Business (CKGSB) today announced the opening of its first permanent campus in Beijing, marking a major milestone in the school's 23-year journey of developing leaders capable of shaping the future in an increasingly complex and uncertain world.
Located in the heart of Beijing's Ciqikou, or "China's Gateway," the new campus sits at a rare geographical and symbolic intersection in Beijing. On one side stand the Forbidden City and the Temple of Heaven, symbols of China's rich history and civilization. On the other rises Beijing's CBD, reflecting the country's dynamism and innovation. Positioned between these two worlds, the campus embodies CKGSB's role as a bridge between China's past and future, and between China and the world.
Founded in 2002, right after China entered the WTO, CKGSB has spent more than two decades advancing business education and management research, while helping leaders understand China's evolving role in the global economy. The new campus strengthens the school's ability to connect research with practice, deepen engagement with China's business ecosystem, and contribute to global dialogue from the nation's capital.
The 30,000-square-meter campus features a façade inspired by a vessel setting sail, reflecting CKGSB's commitment to helping leaders navigate uncertainty and discover new opportunities. At its center is a 17-meter high atrium inspired by the ancient Greek Agora—a dynamic learning hub where faculty, students, alumni, entrepreneurs, policymakers, and scholars come together to exchange ideas and translate insight into action.
As China's first privately-funded, research-driven business school, CKGSB focuses on developing decision makers with a global vision, social responsibility, and an innovative mindset. 95% of CKGSB's 25,000 alumni are comprised of business leaders who collectively run one fifth of China's most valuable brands. The new campus reflects the collective support of this community, whose contributions helped turn a long-held vision into reality.
Today, CKGSB also welcomed 275 new Executive MBA students of its Spring 2026 cohort to the new campus. 75% of these EMBA students are either chairmen or CEOs, more than half of whom run high-tech enterprises or hidden champions in China. Among them, two lead unicorn companies.
In the coming months, the school will host lectures and conferences at the new Beijing campus exploring AI and innovation, leadership, China's economic outlook, and the future of global business.
BEIJING, June 3, 2026 /PRNewswire/ -- Cheung Kong Graduate School of Business (CKGSB) today announced the opening of its first permanent campus in Beijing, marking a major milestone in the school's 23-year journey of developing leaders capable of shaping the future in an increasingly complex and uncertain world.
Located in the heart of Beijing's Ciqikou, or "China's Gateway," the new campus sits at a rare geographical and symbolic intersection in Beijing. On one side stand the Forbidden City and the Temple of Heaven, symbols of China's rich history and civilization. On the other rises Beijing's CBD, reflecting the country's dynamism and innovation. Positioned between these two worlds, the campus embodies CKGSB's role as a bridge between China's past and future, and between China and the world.
Founded in 2002, right after China entered the WTO, CKGSB has spent more than two decades advancing business education and management research, while helping leaders understand China's evolving role in the global economy. The new campus strengthens the school's ability to connect research with practice, deepen engagement with China's business ecosystem, and contribute to global dialogue from the nation's capital.
The 30,000-square-meter campus features a façade inspired by a vessel setting sail, reflecting CKGSB's commitment to helping leaders navigate uncertainty and discover new opportunities. At its center is a 17-meter high atrium inspired by the ancient Greek Agora—a dynamic learning hub where faculty, students, alumni, entrepreneurs, policymakers, and scholars come together to exchange ideas and translate insight into action.
As China's first privately-funded, research-driven business school, CKGSB focuses on developing decision makers with a global vision, social responsibility, and an innovative mindset. 95% of CKGSB's 25,000 alumni are comprised of business leaders who collectively run one fifth of China's most valuable brands. The new campus reflects the collective support of this community, whose contributions helped turn a long-held vision into reality.
Today, CKGSB also welcomed 275 new Executive MBA students of its Spring 2026 cohort to the new campus. 75% of these EMBA students are either chairmen or CEOs, more than half of whom run high-tech enterprises or hidden champions in China. Among them, two lead unicorn companies.
In the coming months, the school will host lectures and conferences at the new Beijing campus exploring AI and innovation, leadership, China's economic outlook, and the future of global business.
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
Cheung Kong Graduate School of Business Opens First Permanent Beijing Campus
