Stroll Along Parisian Rue 1664 for an Immersive Good Taste with a Twist Experience!

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

SHAH ALAM, 5 December 2022 – Whether you’re looking for a delightful experience to celebrate or to create memorable moments with your friends this year-end festive season, France’s No.1 premium wheat beer 1664 Blanc presents to you Rue 1664, a charming Parisian inspired street that brings #GoodTasteWithATwist to life at the Connection, Pavilion Kuala Lumpur.

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. 

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.

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.

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.

“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.  

1664 invites wheat beer lovers to register at 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! 

To find out more about what’s in store, be sure to like and follow @1664BlancMY on Facebook and Instagram or visit for more details. All activities are open to non-Muslims aged 21 and above. When purchasing and enjoying 1664 Blanc or 1664 Rosé, remember to always #CELEBRATERESPONSIBLY – if you drink, don’t drive!


If you represent the media - print, online, radio or tv - please address enquiries concerning Carlsberg Group to:

Corporate Affairs Assistant Manager

Wong Ee Lin

Tel 03-5522 6414 Email [email protected]
Photo 1

Carlsberg Malaysia Leadership Team at Rue 1664 (From left) Gary Tan, Sales Director; Olga Pulyaeva, Marketing Director; Stefano Clini, Managing Director & Pearl Lai, Corporate Affairs & Sustainability Director.

Photo 2

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

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

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

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Guests at L’Atelier 1664 can engage in DIY cocktail mixology with 1664 Blanc and 1664 Rosé

Photo 5

Entertainer Gaston Pong indulging in fluid art expression and creating his own 1664 french bulldog