1664 taps Robert Pattinson as global ambassador ahead of cinematic 2026 campaign

French beer brand 1664 has tapped acclaimed actor Robert Pattinson as its new global brand ambassador, signalling a fresh creative chapter for the brand.

The partnership centres on a 2026 global campaign exploring contrasting perspectives on “good taste”. Directed by Brady Corbet, whose latest feature The Brutalist earned critical acclaim and 10 Academy Award nominations, the campaign promises a cinematic take on 1664’s Parisian heritage and effortless sophistication.

1664 said the collaboration combines Pattinson’s distinctive style with the brand’s playful yet refined personality. The campaign aims to position the beer as a connector, inviting consumers to see “good taste” from new angles.

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Pairing Pattinson with Corbet represents what 1664 describes as an “audacious creative leap”, blending sophistication with an unconventional edge. The brand said Pattinson’s involvement injects energy and a playful resolution, underlining the simple truth: 1664 is good taste.

“We’re thrilled to unite Robert Pattinson and Brady Corbet, two icons of modern creativity, to create a campaign that dramatises the debate of good taste”, said Nikola Maravic, global marketing director, 1664.

He added, “Together, their unique personalities and creative styles challenge convention, with 1664 being at the heart of the discussion. Our longstanding mission to elevate beer into a premium lifestyle experience is underway. This is only the first sip; stay tuned for more to come.”

Maravic also stated that having Robert Pattinson as the face of 1664’s upcoming global campaign presents a unique opportunity to expand the brand into new cultural territory and engage audiences in fresh ways, describing the partnership as a clear statement of intent.

The move follows a broader trend of premium alcohol brands pairing high-profile actors with cinematic campaigns. Vodka brand Grey Goose, for instance, recently unveiled its global “Grey Goose hôtel” campaign, fronted by Oscar-winning Zoe Saldaña and created by BBH USA.

The campaign features short films highlighting the French art of living, including the hero spot Last-ish Call, which follows Saldaña as she extends the night past the hotel bar’s closing hours, illustrating the brand’s playful take on indulgence.

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