# 1664 (beer)

> Mediated Wiki article. Canonical URL: https://mediated.wiki/source/1664_(beer)
> Markdown URL: https://mediated.wiki/source/1664_(beer).md
> Source: https://en.wikipedia.org/wiki/1664_(beer)
> Source revision: 1344429572
> License: Creative Commons Attribution-ShareAlike 4.0 International (https://creativecommons.org/licenses/by-sa/4.0/)

French golden pale lager

Assorted 1664 flavours

**Kronenbourg 1664** is a golden [pale lager](/source/Pale_lager) with an [alcohol by volume](/source/Alcohol_by_volume) (ABV) of 5.5% in continental Europe, and options of 4.6% and 5.0% for the UK market.[1] Kronenbourg 1664 is owned and produced in the UK by [Heineken](/source/Heineken_International) after being bought from [Scottish & Newcastle](/source/Scottish_%26_Newcastle). The [Carlsberg Group](/source/Carlsberg_Group) owns and brews Kronenbourg in other markets.[2] The French lager contains Strisselspalt [hops](/source/Hops), unique to Alsace, which are used in its brewing process and give the beer its bitter and fragrant citrus taste.

## History

In 1649, Geronimus Hatt obtained his master brewer certificate. Fifteen years later in 1664, he then opened up his first brewery, Brasserie du Canon, in [Strasbourg](/source/Strasbourg). Just under 200 years later, the brewery relocated to the village of Cronenbourg, to the west of Strasbourg, because of a consistent [flooding](/source/Flood) problem in its original location.[3]

[Strisselspalt hops](/source/List_of_hop_varieties#Strisselspalt) were used in the creation of the lager in 1885. This ingredient native to the [Alsace](/source/Alsace) region of France has been used in the beer ever since.[4]

In 1922, the Hatt Brewery changed its name to Tigre Brock. The name then changed again to Kronenbourg after the [Second World War](/source/Second_World_War).

By 1952, the beer now known as Kronenbourg 1664 was launched by [Brasseries Kronenbourg](/source/Kronenbourg_Brewery) to celebrate founder Geronimus Hatt. It was sold in France and imported to Britain in time for the coronation of [Queen Elizabeth II](/source/Elizabeth_II). After its launch in Britain, it was exported to 68 other countries.

In 2001, brewing company [Scottish & Newcastle](/source/Scottish_%26_Newcastle) acquired Kronenbourg for £1.7 billion.[5]

During 2004–2005, Kronenbourg 1664 won an award at the [International Brewing Awards](/source/Brewing_Industry_International_Awards) for the first time. It finished first in Class 2: 4.6–6.9% ABV category.

In 2008, Heineken purchased the [licence](/source/License) to produce Kronenbourg 1664 in the UK from Scottish & Newcastle.[6]

In 2023, Heineken's license to produce Kronenbourg 1664 in UK, was purchased by The Carlsberg Group, in doing so the ABV% was reduced from 5% to 4.6% with new marketing and labelling following suit in 2024 once the transition was complete.

## Production

Kronenbourg has breweries in the UK, France and Australia. Their UK brewery is based in [Manchester](/source/Manchester) and had a £50 million investment to improve its facilities and production.[7]

The [Carlsberg Group](/source/Carlsberg_Group) officially owns and brews Kronenbourg globally, including in the UK as of 2023 onwards.

Kronenbourg is available in the UK on [draught](/source/Draught_beer) and in several packed sizes including 275[ml](/source/Milli-litre) bottles, 660ml bottles, 568ml and 440ml cans.

## Advertising in the UK

In the 1980s, Kronenbourg 1664 launched its 'A Different Kind of Strength' advertising campaign. The campaign was featured on television across the UK. It told the story of a young man who struggled to win a game of [pool](/source/Pool_(cue_sports)), however after training and drinking Kronenbourg 1664 he showed 'A Different Kind of Strength' in order to win.

Kronenbourg 1664 began its 'Femme fatale' advertising campaign in 2000. The television ad showed men being distracted by what is at first assumed to be a young woman, however, after a few fatal accidents the camera zooms out and you find out they were all actually staring at a glass of Kronenbourg 1664. The ad created by advertising agency Rainey Kelly received over 60 complaints, all rejected by the [Advertising Standards Authority (United Kingdom)](/source/Advertising_Standards_Authority_(United_Kingdom)).

In 2004, the "Composer" advertising campaign was launched. The advert plays on the idea that once you open a bottle of Kronenbourg 1664 you have to stop what you're doing and enjoy it. [Malcolm Venville](/source/Malcolm_Venville) directed the ad at Therapy Films.

The "Smaller Bubbles, Smoother Taste" Kronenbourg 1664 advert first aired in 2009 and was directed by [Tony Kaye](/source/Tony_Kaye_(director)). The ad tells the story of a group of [chefs](/source/Chef) trying to turn a large bubble into a number of smaller ones. They do this through the use of cooking equipment such as knives, mincers, graters and more. By the end, they have created the perfect sized bubbles to go in a glass of Kronenbourg 1664.[8]

October 2010 saw Kronenbourg 1664 team up with two different British bands to create adverts for its "Slow the Pace" campaigns: the first was [Motörhead](/source/Mot%C3%B6rhead) who performed a slow acoustic version of their hit "[Ace of Spades](/source/Ace_of_Spades_(song))" in a busy [pub](/source/Pub).[9] The second was [Madness](/source/Madness_(band)) who played a toned down version of their song "[Baggy Trousers](/source/Baggy_Trousers)". The slowed down version later featured on the Madness box set compilation *[A Guided Tour of Madness](/source/A_Guided_Tour_of_Madness)* with the song title "Le Grand Pantalon". The two adverts created by ad agency BBH London encouraged the viewer to 'Slow the pace' and savour the taste.[10]

In March 2013, Kronenbourg 1664's "A Taste Suprême" advertising campaign began. In the television advertisement, former professional [footballer](/source/Association_football) [Eric Cantona](/source/Eric_Cantona) played a starring role as brand ambassador. The ad plays on the idea that the hop farmers in France are treated like the celebrity footballers of the UK. The ad was created by advertising agency [Ogilvy & Mather](/source/Ogilvy_%26_Mather) and featured the [Queen](/source/Queen_(band)) song "[We Are the Champions](/source/We_Are_the_Champions)".

In 2014, complaints were made to the [Advertising Standards Authority](/source/Advertising_Standards_Authority_(United_Kingdom)), which subsequently decided to ban the 2013 ad from being aired on the grounds that it was misleading.[11] Months later, this ruling was overturned after [Heineken](/source/Heineken_International) submitted a request for the ruling to be reconsidered.[12]

2016 saw the return of Cantona featuring in four videos for the digital campaign #lebigswim, the premise being that if 10,000 British people agreed that Kronenbourg 1664 is the best tasting beer in the world then Cantona would swim the English Channel.[13]

Cantona was also to appear again on television screens in association with Kronenbourg 1664. In 2016, the ex-[Manchester United](/source/Manchester_United_F.C.) player featured in a television advert called "The Alsace-tians". The concept of the TV ad plays off common depictions of [St Bernard dogs](/source/St._Bernard_(dog)) with barrels around their necks, however in this ad they used [Alsatians](/source/German_Shepherd) who deliver Kronenbourg 1664 to the deserving.

## References

1. **[^](#cite_ref-1)** ["Kronenbourg 1664 (Brasseries Kronenbourg) – ABV"](http://beer.underthelabel.com/q/835/2704/What-is-the-ABV-of-Kronenbourg-1664-Brasseries-Kronenbourg-beer). *beer.underthelabel.com*. Retrieved 8 December 2016.[*[permanent dead link](https://en.wikipedia.org/wiki/Wikipedia:Link_rot)*]

1. **[^](#cite_ref-2)** ["Carlsberg, Heineken agree $15.3 billion S&N deal"](https://www.reuters.com/article/us-scottishnewcastle-idUSL2338824920080125). *Reuters*. 25 January 2017. Retrieved 8 December 2016.

1. **[^](#cite_ref-3)** Oliver, Garrett (9 September 2011). [*The Oxford Companion to Beer*](https://books.google.com/books?id=Ga4MYyZq-RMC&dq=1952+kronenbourg+launch&pg=PA523). Oxford University Press, USA. [ISBN](/source/ISBN_(identifier)) [9780195367133](https://en.wikipedia.org/wiki/Special:BookSources/9780195367133).

1. **[^](#cite_ref-4)** ["1664 | Strisselspalt Hop – Comptoir Agricole"](http://www.hops-comptoir.com/content/86-1664-strisselspalt-hop). *www.hops-comptoir.com*. Retrieved 8 December 2016.

1. **[^](#cite_ref-5)** ["Scottish & Newcastle acquires Kronenbourg in £1.7bn deal"](https://www.independent.co.uk/news/business/news/scottish-newcastle-acquires-kronenbourg-in-17bn-deal-283050.html). *The Independent*. 21 March 2000. [Archived](https://ghostarchive.org/archive/20220501/https://www.independent.co.uk/news/business/news/scottish-newcastle-acquires-kronenbourg-in-17bn-deal-283050.html) from the original on 1 May 2022. Retrieved 8 December 2016.

1. **[^](#cite_ref-6)** ["Carlsberg, Heineken agree $15.3 billion S&N deal"](https://www.reuters.com/article/us-scottishnewcastle-idUSL2338824920080125). *Reuters*. 25 January 2017. Retrieved 8 December 2016.

1. **[^](#cite_ref-7)** Begum, Shelina (9 June 2014). ["Heineken invests £50m in Manchester"](http://www.manchestereveningnews.co.uk/business/heineken-invests-50m-in-manchester-7240000). *men*. Retrieved 8 December 2016.

1. **[^](#cite_ref-8)** ["Tony Kaye returns with M&C Saatchi Kronenbourg spot"](http://www.campaignlive.co.uk/article/tony-kaye-returns-m-c-saatchi-kronenbourg-spot/815198). Retrieved 8 December 2016.

1. **[^](#cite_ref-9)** ["Kronenbourg 1664 slows down Motörhead"](http://www.campaignlive.co.uk/article/kronenbourg-1664-slows-down-motorhead/1036593). Retrieved 8 December 2016.

1. **[^](#cite_ref-10)** ["Lemmy slows the pace for Kronenbourg – Creative Review"](https://www.creativereview.co.uk/lemmy-slows-the-pace-for-kronenbourg/). *Creative Review*. 26 October 2010. Retrieved 8 December 2016.

1. **[^](#cite_ref-11)** ["Cantona's beer advert banned for being "too French and misleading""](https://www.independent.co.uk/news/people/news/eric-cantona-kronenbourg-beer-advert-banned-for-being-too-french-9123006.html). *The Independent*. 12 February 2014. [Archived](https://ghostarchive.org/archive/20220501/https://www.independent.co.uk/news/people/news/eric-cantona-kronenbourg-beer-advert-banned-for-being-too-french-9123006.html) from the original on 1 May 2022. Retrieved 8 December 2016.

1. **[^](#cite_ref-12)** ["ASA backtracks over banned Kronenbourg 1664 ad"](http://www.thedrum.com/news/2014/06/04/asa-backtracks-over-banned-kronenbourg-1664-ad). *The Drum*. Retrieved 8 December 2016.

1. **[^](#cite_ref-13)** ["Eric Cantona to swim Channel if Brits agree Kronenbourg 1664 is best beer"](http://www.campaignlive.co.uk/article/eric-cantona-swim-channel-brits-agree-kronenbourg-1664-best-beer/1354446). Retrieved 8 December 2016.

v t e Alcoholic beverages History and production History Beer Wine Bordeaux Champagne Chianti Rioja Sherry Production Alcohol industry Bathtub gin Brewing Brewery Malting Lautering Wort Yeast Distillation Drinking establishments Fermentation Simple syrup Yeast in winemaking Winemaking Fermented drinks by ingredients Fruit Apple Cider Banana Beer Wine Bignay Wine Bokbunja Bokbunja-ju Grape Wine Madeira wine Marsala wine Mistelle Moscatel de Setúbal Orange wine Port wine Red wine Rosé wine Sherry Vermouth White wine Java plum Duhat wine Longan Longan Lychee Lychee Pear Perry Pineapple Tepache Plum Plum jerkum Pomegranate Rimon Prickly pear Colonche Various fruits Conditum Dubonnet Hippocras Jabol Mulled wine Nabidh Pruno Sangria Cereals Barley Wine Corn Mageu Pozol Tejuino Tesgüino Millet Oshikundu Tongba Rice Agkud Amazake Apo Beopju Brem Choujiu Chuak Dansul Gwaha-ju Hariya Lihing Makgeolli Mijiu Mirin Pangasi Rice wine Rượu cần Sake Sato Shaoxing wine Sonti Tapai Tapuy Zu Rye Kvass Sorghum Pendhā Multiple grains Ale Ara Beer Boza Huangjiu Other Agave americana Pulque Coconut and other palms Bahalina Palm wine Tuak Tubâ Tuhak Tunggang Dairy Kefir Kumis Ginger Ginger wine Galangal Byais Honey Bais Byais Kabarawan Mead Sugar Kilju Sugarcane or molasses Basi Intus Palek Tea Fermented tea Kombucha Various starches Cauim Chicha Parakari Ibwatu Liquors by ingredients Fruit Apple Applejack Calvados Cashew apple Feni Cherry Kirschwasser Dates Araqi Fig Boukha Grape Arak Armagnac Brandy Cognac Pisco Zivania Pear Poire Williams Plum Slivovitz Țuică Pomace Chacha Grappa Marc Orujo Tsikoudia Tsipouro Zivania Various fruits Eau de vie Fruit brandy Geist Himbeergeist Marillenschnaps Nalewka Oghi Pálinka Rakia Schnaps Cereals Barley Irish whiskey Japanese whisky Scotch whisky Beer Bierbrand Buckwheat Buckwheat whisky Maize Bourbon whiskey Corn whiskey Tennessee whiskey Rice Awamori Cheongju Cholai Lao-Lao Lihing Mixiang Baijiu Shochu Soju Sulai Rye Korn Rye whiskey Starka Sorghum Baijiu (Kaoliang liquor) Multiple grains Ara American whiskey Baijiu Canadian whisky Shōchū Whisky Other Agave Mezcal Tequila Coconut and other palms Arrack Laksoy Lambanog Sotol Dairy Arkhi Maple syrup Acerum Sugarcane or molasses Aguardiente Cachaça Clairin Desi daru Guaro Rum Seco Herrerano Sulai Sura Tharra Various starches Aguardiente Akvavit Bangla Horilka Poitín Shōchū Vodka Liqueurs and infused distilled drinks by ingredients Almond Amaretto Crème de Noyaux Anise Absinthe Anisado Anisado Mallorca Anisette Arak Hierbas Hierbas de Mallorca Mastika Ouzo Rakı Sambuca Beer Bierlikör Blackcurrant buds Kontabas Blackthorn shrub Patxaran Caraway Kümmel Cherry Cherry Heering Guignolet Maraschino Wiśniówka/Vyshnivka Chili peppers Pertsivka Chocolate Chocolate liqueur Cinnamon Tentura Cloudberry Lakka Coconut Malibu Coffee Kahlúa Tia Maria Cream Cream liqueur Irish cream Egg Advocaat Eggnog Hazelnut Frangelico Herbs Amaro Aquavit Aperol Becherovka Bénédictine Bitters Brennivín Chartreuse Crème de menthe Crème de violette Jägermeister Kräuterlikör Metaxa Riga Black Balsam Vana Tallinn Unicum Żubrówka Honey Bärenjäger Drambuie Glayva Irish Mist Krambambula Krupnik Juniper Borovička Brinjevec Gin Jenever Mammee apple flower Eau créole Maple syrup Maple liqueur Orange Cointreau Curaçao Grand Marnier Triple sec Raspberry Chambord Star anise Pastis Sassolino Sugarcane/molasses Charanda Vanilla Licor 43 Various fruits Campari Cedratine Crème de banane Crème de cassis Limoncello Nalewka Schnapps Sloe gin Walnut Nocino List

---
Adapted from the Wikipedia article [1664 (beer)](https://en.wikipedia.org/wiki/1664_(beer)) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/1664_(beer)?action=history)). Available under [Creative Commons Attribution-ShareAlike 4.0 International](https://creativecommons.org/licenses/by-sa/4.0/). Changes may have been made.