1664 Beer Appoints Robert Pattinson as First Global Ambassador for 2026 Campaign

French beer brand 1664 has appointed acclaimed actor Robert Pattinson as its first global brand ambassador, marking a new creative chapter for the brand. The partnership will feature a cinematic global campaign launching in 2026, directed by Brady Corbet, known for his critically acclaimed film The Brutalist, which earned multiple Academy Award nominations. The campaign aims to explore contrasting perspectives on "good taste," blending 1664's Parisian heritage with Pattinson's distinctive style and Corbet's modern creativity to elevate the beer into a premium lifestyle experience. Nikola Maravic, global marketing director at 1664, described the collaboration as an "audacious creative leap" and a statement of intent to expand the brand into new cultural territories and engage audiences in fresh ways. This campaign reflects a broader trend of premium alcohol brands pairing high-profile actors with cinematic campaigns to enhance brand positioning. The move underscores 1664's ambition to position itself as a connector and innovator within the premium beer market.