1664 Bière is bringing the party across the grocery, convenience and wholesale channels with an on-pack promotion designed to drive shopper excitement and sales.
As socialising, for many, continues to shift towards more intimate, at-home occasions, 1664 Bière is positioning itself at the heart of moments of cultural connection – looking to bring people together and create lasting memories at home.
The activity builds on strong momentum for the brand across the off-trade, where 1664 Bière continues to deliver standout growth, currently up +9.7% in volume and +10.4% in value.
The ‘House Party Suprême’ promotion gives shoppers the opportunity to win every week, with £2,000 prize bundles designed to elevate the at-home experience.
There are also instant win prizes up for grabs across all 1664 Bière can formats, including 1664 Bière 0.0%. The brand is looking to reignite the premium beer category with the on-pack promotion, building on a successful 2025, where 1664 Bière achieved +2.9 and grew distribution +8.2%.
Whether it’s a movie or gaming night, watching the big game or having a dance with friends, 1664 Bière knows the perfect night in looks different for everyone. That’s why winners can choose from a gaming bundle, with a TV and games console, or a music bundle with a speaker and karaoke machines.
Both sets of prizes are designed to enhance get-togethers and create nights suprême with friends and family. Instant-win prizes include 1664 Bière branded Bluetooth speakers and Polaroid cameras – perfect for amplifying and capturing those special moments.
Dharmesh Rana, Brand Director – Premium Brands, Carlsberg Britvic said: “1664 Bière is in a great position to tap into the growing trend at-home socialising, especially among young adults who are increasingly seeking memorable experiences - whether that includes alcohol or not.
"This on-pack promotion is designed not only to reward shoppers with elevated, customisable prizes, but also to show our commitment to supporting retailers by incentivising sales.
"By bringing the night-in occasion to life, we’re giving retailers something that will boost basket spend and strengthen brand engagement across the convenience and wholesale channels.”
Rolling out from 2 March to 31 May 2026 (T&Cs apply), the campaign is set to create strong visibility across the channel, encouraging retailers to promote the activity in-store and online, and ensuring 1664 Bière is front of mind for consumers looking to make their everyday moments suprême.