Report
1664 and Robert Pattinson Global Cultural Research Report
1664 and Robert Pattinson Launch Premium Campaign Exploring Cultural Taste Trends. Premium beer brand 1664 has partnered with actor Robert Pattinson and director Brady Corbet to launch a global campaign and research paper titled A Question of Good Taste, exploring the intersection of identity and consumer preference.
April 1, 2026
French premium beer brand 1664, part of the Carlsberg Group portfolio, has announced a major new marketing platform centred on the subjectivity of modern culture. The campaign, which features a cinematic short film starring Robert Pattinson and a comprehensive global research paper, aims to position the brand at the heart of a significant cultural debate regarding the definition of "good taste" in an increasingly polarised social landscape.
Revealing Cultural Tension
The cornerstone of the campaign is a new research paper titled 'A Question of Good Taste.' Conducted across major markets in Asia, Europe, and North America, the study highlights a significant disconnect between individual self-perception and collective consensus.
Key findings from the report include:
83%
of respondents claim to have good taste.
87%
believe their taste is a direct reflection of their identity.
Only 31% of participants agree on a common definition of what good taste actually means.
The data suggests a growing cultural tension. While 77% of those surveyed believe society would benefit from greater honesty in expressing opinions, many feel that public sharing is increasingly risky due to the rise of "cancel culture" and aggressive online debates. 1664 intends to use these insights to encourage a brand narrative built on self-expression rather than rigid industry standards.
Cinematic Partnership and Strategy
To bring these findings to life, 1664 collaborated with actor Robert Pattinson and director Brady Corbet, known for the award-winning film The Brutalist. The resulting short film features Pattinson portraying three distinct personas: a minimalist, an avant-garde artist, and an eccentric dandy, each claiming to represent the pinnacle of aesthetic judgment.
"Good taste is one of the most personal and most publicly debated concepts of our time," the brand stated in its analysis. "New global research from premium French beer brand 1664 reveals a defining contradiction at the heart of modern culture: while a majority believe they have good taste, very few agree on what it actually means."
Robert Pattinson noted that the project’s focus on identity was a primary draw.
"What really drew me to 1664 was the refreshing, strong sense of style and humour. I enjoyed playing characters with completely different identities and points of view, each convinced they're right. Taste is such a personal thing - everyone thinks they've cracked it. The fun of the film is watching that certainty unravel and explore how subjective Good Taste really is."
Shift in Premium Positioning
The campaign represents a strategic move by Carlsberg to differentiate 1664 within the premium lager category by focusing on conviction rather than consensus. The film is scheduled for a global premiere on 1 April 2026.
Seva Nikolaev, Global Vice-President for Premium Brands at Carlsberg, emphasised that the goal is not to dictate consumer preferences but to acknowledge their strength.
"We're delighted to have explored how Good Taste is one of culture's most debated concepts with Robert Pattinson. What interested us in this process was not whether people agree, but how strongly they hold their own perspective. 1664 isn't here to define taste, but to celebrate the confidence to stand by it. Good taste doesn't need consensus — it demands conviction."
The campaign was recently previewed in London for members of the global creative communities across the fashion, art, and design sectors, signalling the brand’s intent to maintain a high-profile presence in lifestyle and cultural circles.
