Robert Pattinson ~ Global Ambassador to French Beer 1664 ~ A Question of Good Taste Campaign *Updated 2 April 2026*
2 April 2026
Esquire Germany interviewed Rob as part of the promotion (translated with Google) for this campaign and we have a few new photos. Below is an extract from the interview:
““I like extroverted people. I’m quite introverted myself” – Robert Pattinson on style, character and good taste
ESQUIRE: Robert, in the campaign film you portrayed three people. Which one best reflects your mood tonight?
Robert Pattinson: Today? Probably the old man.
Why?
From what I understand, he seems very energetic and enthusiastic. Or perhaps he’s a minimalist who simply wants to live a peaceful and relaxed life. I’ve had two rather chaotic weeks and desperately need to find my inner Zen again.
How do you plan to do that?
I have three more days of press appointments, and then I’m retreating to my cave and hibernating. For the rest of the month.
Sounds like a plan. Until then, let’s take advantage of the opportunity and ask you: what indicators do you use to define good taste? Fashion? Style?
Among other things, fashion is a good indicator. I really love fashion and enjoy looking at how other people dress. I also love dressing other people – even if they’re not keen on it at all. If it were socially acceptable for me to give everyone I know a makeover, that would be the greatest and most wonderful Christmas present ever. If everyone would just line up for me, give me a few days, and let me redesign their lives. Oh, I would love that.
Sounds like you think you have good taste.
I like things the way I like them. Let’s put it that way.
Do you think your friends would say the same about your taste?
I don’t think so. I’ve tried many times to convince them otherwise, to no avail. But they’re wrong.
Are there any areas where you would admit to having very bad taste?
To be honest, my taste in food isn’t that great. I’m actually terrible at it – mainly because I’m constantly filming movies, and all we ever get to eat is chicken, rice, and vegetables. That’s pretty much all we eat. So, I often just don’t care what I eat. It’s been like this for years now, and I have no idea what to order in a restaurant. I prefer restaurants where there’s no menu and you simply don’t have a choice. You eat what’s put in front of you.
But you probably know which drink to order.
I know which beer I’m ordering. 1664 Blanc. Honestly, every single time. I’m very consistent about that.
You remain loyal to your drink, but how has the campaign film changed your view of good taste?
I think the question of good taste is a very French thing. When we started talking about the film, I noticed that it hardly plays a role here. I grew up in England and I think arguing about what constitutes good taste is very niche. But in France it’s different. The discussion is part of the mainstream there. You kind of forget that.
What do you mean exactly?
When you’re in France and go to any restaurant, you inevitably encounter discussions that span generations. It feels like everyone has an opinion on style, culture, and good taste. And that means a lot; it’s almost sublime. That’s what I’ve always loved about France. England could really learn something from it.
How do you manage to bring good taste to the screen?
Every director I’ve worked with who I think has truly good taste has something very unique about them. I suppose that the talent to create beautiful, high-quality films is an automatic indicator of good taste—in every field. Take Brady, for example. Brady knows every fantastic restaurant, anywhere in the world. He knows everyone and everything. If you’re in Tokyo, you can call him, and he’ll recommend: You have to meet this guy, you have to go to this place, you absolutely have to see this gallery. And that’s even though he’s never been to Tokyo. When you’re dealing with someone who cares deeply about beauty, culture, and sophistication, you can simply see and feel it. They’re physically incapable of creating anything that deviates from that. They can’t help it. It’s rare for someone to have good taste only sporadically. I don’t believe in that. You can’t just learn good taste. It’s not a matter of chance or luck.
If you could design the next campaign film together with Brady Corbet – what would it look like?
All the characters come together and do mud wrestling.
We would take a look at it.
I’d take someone with terrible taste and hook them up to a machine filled with 1664 Blanc. And it would keep filling up until the guy finally developed good taste… You can tell I’m not a director or a screenwriter. I’d be incredibly bad at that job.
et’s embark on this experiment. What kind of taste would a person have if they were filled with 1664 Blanc? What kind of person would they be?
1664 as a person? God, that’s quite difficult. So, the person obviously has a French accent. They’re very approachable and laissez-faire. Maybe you can imagine it like this: You meet a person with a French accent and you think to yourself, they seem nice. Then the person asks you, “Would you like to accompany me to a secret room?” And then I say, “Yes, I would.” I think that’s exactly the kind of person.
Would you be friends with this person?
Yes. I was just thinking how much I would like to meet this person tonight, because I don’t know anything more about London, and I would be delighted if someone could tell me where these secret French rooms are.
What criteria do you use to choose your friendships? Opportunism?
I find loyalty very important. I like people who are a bit theatrical, who want to be different. I like extroverted people; I’m quite introverted myself. And when I go out with them, I really want to go out. People who like to have fun. That’s probably my main criterion.
If loyalty is important to you: Do you still have your friends from school? Or do you keep making new friends?
I was really lucky with my friends from school. I’ve stayed friends with my best buddies from when I was 12. They’re still my best friends today. I couldn’t imagine life without them. I’m seeing them all again right after the event, by the way.”
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.
2 April 2026 - Jimmy Fallon Show *Confirmed*
2 April 2026 - New York Special Screening *confirmed*
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