Good Taste with a Twist Experience with Rue 1664 at Pavilion KL

Last Monday, I was at the media launch of Rue 1664 by France’s No.1 premium wheat beer 1664 Blanc. The event took place at L’Atelier 1664 which is located next to illy Caffè in Pavilion Kuala Lumpur. The Rue 1664 is a charming Parisian inspired street that brings #GoodTasteWithATwist to life.

1664 Blanc invites consumers to embrace the French spirit of joie de vivre this festive season with a captivating month-long showcase at Pavilion KL

Following the launch of the stunning ‘Art with a Twist’ Artist Edition cans created by famed French artist Michaël Cailloux throughout October and November, 1664 Blanc is elevating its #GoodTasteWithATwist experience with an ensemble of contemporary Parisian icons, and transporting its wheat beer drinkers to the beautiful street named Rue 1664; a place to get a taste of France where one can indulge in both 1664 Blanc and 1664 Rosé in an evening of playful elegance.

Visitors can indulge in fluid art expression and create our own 1664 french bulldog

The journey begins at Arc De Blanc, a magnificent Parisian Garden arch accentuated with blooming flowers, a French bulldog and the iconic Eiffel Tower presiding as a centrepiece. The journey then brings guests to Café La Rue 1664, a quintessential showstopper that transports patrons to the charming streets of Paris for a picture-perfect moment, just before concluding their journey at L’Atelier 1664, an elegant lounge where drinkers can enjoy a refreshing pint of France’s famous brew and be serenaded with music and live performances.

Visitors to Rue 1664 will get the chance to design and take home their own 1664 silkscreen tote bag

Slated to be a delightful affair for all guests, the month-long ‘Rue 1664’ showcase is inspired by the French spirit of joie de vivre (joy of living) which adds simple aesthetic pleasures to everyday occasions. Encouraging urban dwellers to embrace their creativity, 1664 Blanc has organised special workshops at L’Atelier 1664. Here, guests will be able to discover, learn and indulge in Fluid Art expression, Silkscreen Tote Bag printing and DIY cocktail mixology with 1664 Blanc and 1664 Rosé.

Cocktails exclusive to L’Atelier 1664 can be enjoyed by visitors to Rue 1664

Some snacks to go together with 1664 Blanc at the media launch

Just as the French appreciate the good things in life and make the ordinary into something more celebratory, 1664 Blanc introduces Blue Hour to elevate evenings with great taste. As the sun sets, Blue Hour transforms dusk into an immersive experience that brings consumers together to celebrate nightfall, exclusively at L’Atelier 1664.

From left: Gary Tan - Sales Director, Olga Pulyaeva - Marketing Director, Stefano Clini - Managing Director, Pearl Lai - Corporate Affairs & Sustainability Director

“We invite 1664 lovers to indulge in this month-long Rue 1664 showcase to experience the Parisian inspired #GoodTasteWithATwist, enjoying the French spirit of joie de vivre (joy of living). As our social lifestyle returns to new normalcy post-pandemic, we wish to have our premium brand 1664 elevate moments of good taste when friends and loved ones meet over our fine brews,” commented Stefano Clini, Carlsberg Malaysia’s Managing Director.

Stefano Clini, Managing Director of Carlsberg Malaysia welcoming guests at the launch of Rue 1664

1664 invites wheat beer lovers to register at https://rue1664.com to visit the Rue 1664 showcase and enjoy a complimentary drink of 1664 Blanc or 1664 Rosé or secure a spot for the premium experience. Alternatively, consumers can also just take a leisurely stroll along Rue 1664 and take in the beautiful installations before joining the Blue Hour sessions to enjoy a sip of #GoodTasteWithATwist.


1664 Blanc has always taken a design-oriented approach to their style, especially with its iconic blue bottle that stands out from the rest. Its ‘Good Taste with A Twist’ spirit creates an immersive and inspiring range of experiences along Rue 1664 that illustrates joie de vivre in each nuance which consumers should definitely not miss!

Live performance at Rue 1664

If you're interested to find out more updates and future promotion on 1664 Blanc, you can follow the Instagram page @1664BlancMY or on their Facebook here. As usual before I end my post, here's a reminder to all my readers – Remember not to drink and drive. 
Grab an e-hailing ride or get a designated driver. Stay safe... à votre santé!!!

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.: Peace Out :.

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