A glass half full of rosé-tinted lager?

Carlsberg Britvic’s launch of their new 1664 Rosé has stirred up an interesting conversation in our office on flavours and genders in drinking culture. It’s clear that gendered stereotypes are shifting, with many consumers moving beyond more traditional categories like a classic pint of beer and instead choosing their tipples based on the occasion and the flavour variation.

The 1664 Rosé launch seeks to target a wider range of consumers who maybe otherwise feel disengaged from the category as a whole - an incredibly smart move as we head into the summer months, given that there is a growing demand for fruit-forward beers, (with berry flavours a popular, seasonal choice). Alongside this, beer has been increasingly mixed in with traditionally wine-led, elevated drinking occasions like alfresco dining or World Cup parties.

The 1664 Rosé sits nicely at the intersection of two beloved categories, and is familiar enough to feel accessible, but different enough to spark interest. It’s a really smart and timely move - and likely a sign of more hybrid innovation to come. Will you be trying it out? Stay tuned for a future episode of #SlurpOrSkip 🍓🍺