Carlsberg Marston’s Brewing Company (CMBC) has renamed Kronenbourg 1664, in a move that sees the word Kronenbourg minimised on packaging.

The beer will now be called 1664 Bière, and the news follows CMBC’s acquisition of the brand rights from Heineken last year. Brewing and packaging for 1664 in the UK is now entirely handled by CMBC and a spokesperson for the company confirmed that 1664 Bière is brewed in the UK for UK drinkers.

As part of the relaunch, CMBC will run a promotion around the new name in the convenience and wholesale channel, starting from April 22. The ‘WIN 1664’ campaign will give shoppers the chance to win £1664 every week by purchasing any 1664 Bière pack.

Dharmesh Rana, director of marketing, premium brands at CMBC, said: “As we launch the iconic 1664 Bière, we are not just celebrating its historic legacy, but also charting a new course for its future. With a refreshed contemporary appeal, it’s a case of evolution not revolution, aiming to inspire both existing drinkers as well as those who have never tried this world-renowned lager before. We’re excited to put the 1664 Bière brand back where it belongs – front and centre, celebrating its 360 years of premium heritage and the phenomenal taste of this premium beer.” 

The redesign of 1664 Bière follows the launch of 1664 Blanc in February.