Robert Pattinson ~ Global Ambassador to French Beer 1664 *Updated 1 April 2026*
1 April 2026 *Updated*
Carlsberg Group launched the “Unquestionably Good Taste Campaign” starring Robert Pattinson:
“The platform launch is led by a cinematic Paris-set short film starring 1664’s global brand ambassador Robert Pattinson and directed by acclaimed filmmaker Brady Corbet through Magna Studios – director of the Oscar-winning epic The Brutalist (Golden Globe and BAFTA award for Best Director), as well as Vox Lux and The Childhood of a Leader – brings his distinctive visual style and character-driven storytelling to the film, framing the debate around “good taste” through three sharply contrasting characters played by Pattinson.
Premiering 1st April 2026, the film sees Pattinson playing a modern minimalist character, an avant-garde artist, and an eccentric older ‘dandy’. Each character is entirely convinced they embody the pinnacle of good taste. As their worlds collide and their certainty escalates, the tension builds – until one shared truth emerges: 1664 is Unquestionably Good Taste.
With a Parisian setting, the home of 1664’s iconic French identity, the film combines cinematic craft with playful cultural commentary, reinforcing the brand’s premium positioning while leaning into humour and debate.
Robert Pattinson says: “Working with 1664 has been refreshing because there’s a strong sense of style and humour in the work. I was drawn to the idea of playing characters who are each completely convinced they’re right. Taste is such a personal thing – everyone thinks they’ve cracked it. The fun of the film is watching that certainty unravel and explore how subjective Good Taste really is.”
Brady Corbet, director, says: “It was a pleasure to spend a few days making this film for the wonderful team at 1664 with my longtime collaborators Robert Pattinson and Lol Crawley, alongside my excellent team at Magna.”
The campaign is underpinned by the newly released research paper ‘A Question of Good Taste’*, a 1664 global study spanning Asia, Europe and North America. The research highlights a striking cultural tension: while 83% of people believe they personally have good taste, just 31% agree on what good taste actually means. The findings reinforce the campaign’s central idea – that taste is deeply personal, cultural and proudly subjective.”
To read the full article click the link above. In the meantime watch this fabulous commercial created by Brady, Lol and Rob.
31 March 2026 – 1664’s “A Question of Good Taste” event, part of the “Unquestionably Good Taste” campaign, at Town Hall Spaces, London
Updated: More photos and videos have emerged of Rob at the 1664 event in London.
Finally we have some photos of Rob (and a short video – looking forward to a longer version) promoting 1664 French beer since Rob attended 1664’s “A Question of Good Taste” in London on 30 March 2026.
24 December 2025
Back in October 2025, Carlsberg Group announced a new relationship between premium French beer brand “1664” and Robert Pattinson. This is exciting news especially when you realise that Brady Corbet is thrown into the mix. I can’t wait to see what this collab brings: From Carlsberg newsroom:
“Premium French beer brand 1664 is proud to announce the start of an exciting new chapter, with acclaimed actor and cultural icon Robert Pattinson joining as its new 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.”
Curious minds would love to know what the twist will be.
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