Twilight star Robert Pattinson is the new face of 1664 beer
Robert Pattinson has held many iconic roles, from Cedric Diggory in the Harry Potter franchise to Edward Cullen in Twilight. Now, he takes on a new starring role as French beer brand 1664’s first global ambassador.
The Batman star Robert Pattinson can add one more accolade to his CV, having become the first global ambassador for 1664 beer.
The French beer, formerly known as Kronenbourg 1664, announced Pattinson as the new face of the brand as it “evolves into a modern lifestyle player”.
1664 named Pattinson as ambassador ahead of the launch of a wider campaign in 2026. He will front the upcoming global campaign, which will be directed by filmmaker Brady Corbet whose latest feature film, The Brutalist, garnered 10 nominations at the Academy Awards in the categories of Best Director and Best Original Screenplay. Corbet won the Silver Lion at the Venice International Film Festival and Best Director at the Golden Globes.
Nikola Maravic, global marketing director at 1664, said Pattinson and Corbet have been brought on to “create a campaign that dramatises the debate of good taste”.
Partner Content
1664’s new campaign highlights the brand’s vision to “elevate beer into a premium lifestyle experience”.
Maravic continued: “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.”
Carlsberg Marston’s Brewing Company (CMBC) rebranded the former Kronenbourg 1664 as 1664 Bière in the UK in April 2024 following its acquisition of the UK brand rights from Heineken in 2023.
In April, 1664 Bière launched its more recent creative campaign, ‘Make It Suprême’. The brand has a history of celebrity collaborations in the UK, having hosted its launch event for the April 2025 campaign in partnership with Stormzy’s House Party, the exclusive seven-floor club and bar in Soho, London.
Related news
East Coast Canning partners with Meadow
Sunrise invests £100,000 into Curious Brewery
Sierra Nevada's Celly Drippins pours in the UK for the first time
