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Carlsberg's blue bottle from Switzerland

Carlsberg began marketing its 1664 Blanc beer as an international brand in 2016. This was the start of a special success story. There is no doubt that the unmistakable blue bottle, which is produced by the Swiss Vetropack Group, is a factor in its steady growth on the market.

Carlsberg began marketing its 1664 Blanc beer as an international brand in 2016. This was the start of a special success story. There is no doubt that the unmistakable blue bottle, which is produced by the Swiss Vetropack Group, is a factor in its steady growth on the market.

Carlsberg is one of the largest brewery groups in the world. Founded in 1847 and headquartered in Copenhagen, the Danish company was quick to look beyond the borders of its home country. The first sales abroad date back to 1868 in Edinburgh (Scotland), and the British Commonwealth was also one of Carlsberg's main markets in the 20th century. When the company merged with its main Danish competitor Tuborg in 1970, the foundations were laid for its continued success story. Today, Carlsberg owns brands and breweries almost everywhere in the world.

Global beer trends and the importance of glass packaging

The last two decades have seen a shift in global beer consumption: A diverse range of flavours is challenging traditional recipes and there is a clear trend towards non-alcoholic beers, speciality beers and mixed drinks. As part of its response to this change, Carlsberg launched 1664 Blanc, a premium wheat beer from France that conveys lifestyle and the French way of life as an international brand in the premium segment. The special enjoyment of 1664 Blanc results from the harmony of a playful and an elegant side: a lively, fresh and refreshing wheat beer, bursting with notes of lemon, exotic fruits and a hint of spice in combination with a delicate arrangement of fine hop variations with a hint of coriander plus a subtle bitter note, balanced with flavours of white peach.

Since its market launch in 2016, 1664 Blanc has seen double-digit growth and has firmly established itself in Europe, Asia and North America. Other variants have since been launched, such as 1664 Rosé and a completely alcohol-free beer in France in 2022.

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1664 Blanc, probably the only beer brand in the world to bear the year of origin (of Kronenbourg) as its name.
1664 Blanc, probably the only beer brand in the world to bear the year of origin (of Kronenbourg) as its name. (Image: Carlsberg)

One of the key attributes that make 1664 Blanc an eye-catcher on the shelf is the blue bottle. „With its special shape inspired by the Eiffel Tower and the unique blue colour, the bottle perfectly embodies the premium identity of 1664,“ emphasises Nikola Maravić, who has been Global Marketing Director for 1664 Blanc at Carlsberg for three years. „For us, blue is a colour that stands for trust, loyalty and stability, but also for depth, wisdom and seriousness„, says the expert.

Partnership for sustainable added value

Jerome Hatt brewed the first quantities of „Kronenbourg“ in Strasbourg in 1664. This year is also considered the founding year of the Kronenbourg brewery, which was based in the Cronenbourg district of Strasbourg and has been a subsidiary of Carlsberg since 2008. The bottles for 1664 are supplied by the Vetropack Group, a leading European glass packaging manufacturer, which has a long and successful business relationship with Carlsberg. „Vetropack is always ready to support us in driving innovation and customer-centred initiatives, and also through the Continuous reduction of CO2-footprint of our bottles on the way to greater sustainability,“ explains Maravić.

All glass containers are checked visually, mechanically and electronically for defects at the end of the manufacturing process. (Image: Vetropack)

Carlsberg promotes sustainable business practices as an important part of its business strategy. According to the company, the „Together Towards ZERO“ programme comprises four clear corporate goals: CO2-The result: zero carbon footprint, no water wastage, no irresponsible consumption and no accidents. Of course, Vetropack is also pursuing similar strategies: This enables both companies to work closely together and pursue a joint approach to further promote sustainability criteria. Examples of this collaboration include networked business processes and supplier management, lighter packaging and new materials and technologies.

Still plenty of market potential

1664 Blanc is already represented in over 40 markets around the globe: The brand has a strong presence in Europe, of course, but is also popular on other continents, including Asia - and particularly in China. This track record inspired Carlsberg to strengthen the brand essence with another premium product from 1664: a variant especially for celebrations, parties and other special occasions.

The bottles are given their typical colour in the vat guide. (Image: Carlsberg)

„Without giving too much away about what will happen in the near future, I can say that Vetropack will once again play an important role in product development,“ explains Maravić. „They will supply us with an even larger blue bottle for the new member of the brand family. It will enrich our brand image with its focus on luxury and elegance, which is normally associated with wine or even champagne. However, the new product will also be a popular and international premium beer.“

http://www.vetropack.com

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