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1664 and Robert Pattinson Spark Cultural Conversation on Good Taste

The concept of 'good taste' is not only intriguing but remains one of the most extensively debated topics of our time. Recently, premium French beer brand 1664, known for its rich heritage and distinctive flavors, engaged actor Robert Pattinson to delve into this multifaceted subject through a compelling short film and a global research initiative.

An extensive study conducted by 1664 has unveiled that while a substantial 83% of respondents consider themselves to have good taste, only 31% can find consensus on what that really means. This significant divergence highlights the complexities and contradictions inherent in modern cultural values surrounding taste.

The Film: A Deeper Look Into Personal Identity

The short film featuring Pattinson is set against the backdrop of Paris, a city renowned for its artistic and fashion-forward identity. Directed by acclaimed filmmaker Brady Corbet, known for his unique storytelling and visual artistry, the film presents three diverse characters portrayed by Pattinson, each representing a distinctive perspective on taste.
1. A Modern Minimalist: Emphasizing simplicity and function.
2. An Avant-Garde Artist: Challenging norms and pushing creative boundaries.
3. An Eccentric Dandy: Embodying flair and traditional aesthetics.

As these characters interact within a Parisian apartment, their conflicting perspectives spark lively discussions about art, music, and personal style, revealing the divergent views on what constitutes good taste. This narrative illustrates how subjective and fluid the notion of taste can be, prompting viewers to reflect on their individual understandings.

Insights from the Research

The 1664 study spans Canada, Germany, Denmark, Vietnam, China, Ukraine, and the United Kingdom, offering a comprehensive perspective on cultural attitudes toward taste. As participants grappling with their definitions of good taste, many expressed concerns over sharing their opinions publicly, driven by the rise of social media debates and cancel culture. Despite this trepidation, 77% of survey participants believe society would benefit from open discussions about personal taste and perspectives. This showcases an interesting paradox where the desire for self-expression clashes with the fear of judgment—a recurring theme in modern communication.

The findings prompt essential questions about identity and the expression of self-knowledge in contemporary culture. With 87% of people acknowledging that their taste reflects their personality, it raises the question of whether exceptional taste requires validation from others or if one can confidently stand by one's personal preferences irrespective of public opinion.

Celebrating Good Taste

During the film's premiere on April 1, 2026, 1664 aimed to not only uncover the intricacies behind taste but also to celebrate the confidence required to advocate for one's subjective beliefs. In Pattinson's words, "The beauty of this project is watching various characters wrestle with their convictions about taste, ultimately leading us to question: who defines taste?"

The film intertwines humor and cultural dialogue, inviting audiences into a broader discussion about individuality and self-expression. Seva Nikolaev, Global VP for Premium Brands at Carlsberg, which owns 1664, expressed enthusiasm about collaborating with Pattinson and exploring how crucial good taste is, not for the sake of agreement but rather the celebration of diverse viewpoints.

In addition to the film, visuals and resources are available to deepen understanding of the intricate relationship between identity, taste preferences, and societal implications. As this discussion unfolds, 1664 continues to champion the idea that good taste is not defined by a consensus but rather by personal convictions and self-assertion.

For more information, visit 1664 website or follow on social media at @1664blanc.

With cultural discussions like these gaining traction, the pursuit of understanding our taste has never been more critical, ultimately highlighting the beauty in diversity and the flavor of individual perspectives.