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
Angelalign Has Already Replaced Torque Ridges with Upgraded "Pressure Points" in Europe
SAN CLEMENTE, Calif., Oct. 17, 2026 /PRNewswire/ -- Angelalign Technology Inc. (6699.HK) ("Angel") http://www.angelaligner.com, a company driven by innovation in orthodontic clear aligner technology, said today that a ruling by the Paris Local Division of the Unified Patent Court concerning its Torque Ridges feature does not affect the availability of its offering in Europe, which already incorporates the next generation of torque-control technology.
Angel already has discontinued Torque Ridges in Europe and has replaced it with an upgraded feature called Pressure Points. Pressure Points, which launched in the European market in September, was designed to improve torque control and reflects Angel's continued commitment to innovation focused on solving orthodontists' clinical challenges. Angel customers in Spain, the UK and outside of Europe, including the Americas and Asia, are not affected by this ruling. Angel is constantly developing new solutions to continue to serve its customers well.
The court today ruled that the Torque Ridges feature infringes a patent held by Align Technology Inc. (ALGN) for repositioning a patient's teeth according to an orthodontic treatment plan. Angel respectfully disagrees with the decision and is reviewing it closely while it evaluates its options. Angel will comply with the court's ruling, including the return of any products. Because Torque Ridges is no longer offered in Europe, orthodontists using Angel products and services can continue treating their patients with access to Pressure Points and Angel's ongoing clinical and technical support.
"Our priority is to ensure that orthodontists can continue delivering excellent care to their patients," said Xavier Cherbavaz, General Manager and Vice President, Europe, Africa, and the Middle East, Angelalign Technology Inc. "Torque Ridges has already been retired in Europe and replaced with Pressure Points, an approach intended to support controlled force application and tooth contact. We remain focused on giving orthodontists innovative clinical solutions and a dependable customer experience."
"Angel takes intellectual property rights seriously and is careful not to infringe on valid patents," added Richard Hirschland, Angel's Chief Commercial Officer and SVP. "We are reviewing the court's reasoning carefully and will consider all available options. Angel will continue to innovate and improve its products to benefit its providers and their patients despite litigation by a competitor. Continuous innovation means anticipating challenges and preparing solutions to protect the customer experience. Our transition to Pressure Points reflects that commitment. We are determined to continue developing innovative solutions so that orthodontists can rely on Angel over the long term."
To learn more, visit angelaligner.com/eu and www.angelaligner.com.
About Angelalign Technology Inc.
Founded in 2003 and publicly listed since 2021, Angelalign Technology Inc. provides clear aligner solutions to clinically focused professionals and patients in over 60 countries. Having surpassed two million cumulative cases and with about a US$2 billion market capitalization, the company focuses on clinical innovation and professional support to help experts achieve extraordinary outcomes. Its established global operations and continued investment in innovation support its long-term commitment to orthodontists and their patients. Learn more at angelaligner.com.
Media Contact:
Sue Kolb
Angelalign Technology Inc.
sue.kolb@angelaligner.com
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Paris Court Ruling on Discontinued Feature Will Have Minimal Impact on Angelalign Customers
