Carlsberg has signed an agreement that will see its 1664 Blanc brand become the ‘principal partner’ of this month’s London Fashion Week.
The French beer, which is brewed in the UK, will work alongside London Fashion Week for a second year running. The partnership will appear during LFW from 20-24 February and will be present at a pop-up shop in London over the weekend.
“Last year was a hugely exciting time for 1664 Blanc as we proudly launched in the UK as principal partner of LFW,” said Carlsberg Britvic’s marketing director, Dharmesh Rana. “Looking ahead to 2025, we’re thrilled to build on this, creating further impactful moments that … make LFW more accessible in a way that resonates with our audience.”
1664 Blanc is available in the UK at major off-premise operators including Sainsbury’s, Tesco and Waitrose. In 2023, Carlsberg secured full control of the Kronenbourg 1664 brand, 15 years after the ownership of the lager was carved up on a by-market basis with Heineken.
Last week, Carlsberg reported a 2.4% increase in sales from 2024 – a year in which the brewer hit the headlines for acquiring soft drinks specialist Britvic while also strengthening its relationship with PepsiCo as its bottler of choice across more of Europe.
