Carlsberg Britvic has launched a new on-pack promotion for its 1664 Bière brand to boost shopper engagement and sales as more consumers continue to socialise at home.
The brand is aiming to position itself at the centre of at‑home cultural moments and build on its strong off‑trade momentum, where it is currently up 9.7% in volume and 10.4% in value.
The ‘House Party Suprême’ promotion gives shoppers weekly chances to win £2,000 prize bundles designed to elevate at‑home occasions. Instant‑win prizes are also available across all 1664 Bière can formats, including 1664 Bière 0.0%. The brand is looking to reinvigorate the premium beer category with the activity, following a successful 2025.
Winners can choose between a gaming bundle – including a TV and games console – or a music bundle featuring a speaker and karaoke machines. Both prize options are designed to enhance nights in with friends and family. Instant‑win items include 1664 Bière‑branded Bluetooth speakers and Polaroid cameras.
Rolling out now until 31 May, the campaign aims to create strong visibility across the channel. Carlsberg Britvic encouraged retailers to promote the activity both in‑store and online to keep 1664 Bière front of mind for shoppers looking to elevate everyday occasions.
Dharmesh Rana, Brand Director – Premium Brands, Carlsberg Britvic, said: “1664 Bière is in a great position to tap into the growing trend at-home socialising, especially among young adults who are increasingly seeking memorable experiences – whether that includes alcohol or not. This on-pack promotion is designed not only to reward shoppers with elevated, customisable prizes, but also to show our commitment to supporting retailers by incentivising sales. By bringing the night-in occasion to life, we’re giving retailers something that will boost basket spend and strengthen brand engagement across the convenience and wholesale channels.”
