Rosé beer ‘reflects a broader shift in drinking culture’
Carlsberg Britvic’s launch of 1664 Rosé has blurred the boundaries between beer, wine and fruit-flavoured beverages, marking a shift in how consumers choose what to drink. db finds out more.
The introduction of a rosé-inspired beer with a “subtle pink hue” has illustrated how big brands are responding with “alternative, fruit-forward options” to answer demand and “blend the worlds of beer and viniculture”.
‘Lifestyle led’
Speaking to db, Carlsberg Britvic premium beer marketing controller Rebecca Allen revealed that the 4.5% ABV beer is strategic in answering the trends of the moment and admitted that “the timing reflects a broader shift in drinking culture, where boundaries between categories are increasingly blurred and consumers are more open to hybrid, lifestyle led propositions”.
Allen told db: “1664 Rosé takes its name from its distinctive flavour profile, a refreshing berry flavoured beer. The ‘rosé’ cue reflects both its taste and its visual appeal, positioning it as a lighter, fruit-forward beer.”
Deliberate
She explained that “the name also deliberately draws on the language of viniculture, allowing the brand to naturally sit within occasions typically associated with wine, such as relaxed social gatherings, alfresco dining, and more elevated drinking moments. This helps broaden beer’s role beyond traditional settings.”
According to Allen, “1664 Rosé is primarily a response to the growing demand for fruit flavoured beers.”
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Citing CGA data from the past year, Allen pointed out that “consumer interest in fruit beer continues to rise: 36% of GB consumers find fruit beer appealing or very appealing” and also noted that “volume sales of fruit beer are up 58.7% versus last year”. Additionally, Allen highlighted that brewers should note that “berry is the number one flavour consumers would be interested in trying within the fruit beer category”.
The intersection of both trends
Allen noted that “by combining these insights with cues from the popularity of rosé wine and spritz style drinks, 1664 Rosé sits at the intersection of both trends, delivering familiarity with something new.”
Looking at the promise that the launch offers, Allen said that “joining 1664 Blanc and 1664 Bière, the introduction of 1664 Rosé helps broaden the appeal of the 1664 range, ensuring there is something to suit a wide variety of tastes”.
She noted that the launch also “seeks to target a wider range of consumers who may otherwise feel disengaged from the traditional beer category”.
1664 Rosé will be available in Waitrose and Tesco stores across the UK from this month onwards.
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