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Exploring the Fine Line of Good Taste with Robert Pattinson and 1664

In a captivating new campaign, the global ambassador for 1664, Robert Pattinson, beckons audiences to engage in dialogue about the concept of good taste, a notion that, while intensely personal, remains widely debated. The initiative unfolds alongside a fresh global survey conducted by 1664, which reveals a striking paradox: while a vast majority recognize themselves as having good taste, a mere fraction agree on what that truly entails.

A recent study unveiled that 83% of people confidently assert they possess good taste. Yet, only 31% share a common understanding of what "good taste" means. This disparity highlights a significant cultural contradiction at the heart of modern taste, prompting further exploration into identity and self-expression in our increasingly subjective world.

The array of perspectives on this notion of good taste sets the stage for a rich cultural conversation. Despite a strong sense of personal style, the fear of public opinion is palpable; many hesitate to vocalize their preferences. In the age of social media and the so-called 'cancel culture,' expressing one's views is often seen as risky, despite 77% of respondents asserting society would benefit from greater openness and honesty about personal tastes.

From music and fashion to art and interior design, taste acts as a visible marker of personal identity, creating friction and dialogue. Instead of seeking closure on this matter, 1664 champions embracing all perspectives surrounding good taste.

A Cinematic Exploration

At the helm of this campaign is acclaimed director Brady Corbet, known for his nuanced storytelling in films such as The Brutalist, which won numerous accolades including an Oscar. The short film showcases Robert Pattinson embodying three exceptionally distinct characters:

• - A minimalist modernist
• - An avant-garde artist
• - An eccentric older dandy

Each character is unwaveringly convinced they represent the apex of good taste. When these worlds collide in a Parisian apartment building, a lively debate erupts over music, art, decor, and aesthetics, ultimately revealing a shared truth: 1664 undoubtedly embodies good taste.

Set against the backdrop of Paris, the origin of 1664’s iconic French identity, the film entwines cinema with subtle humor and cultural discourse, placing Pattinson at the nexus of a broader conversation about individuality and self-expression. The world premiere of this short film is scheduled for April 1, 2026.

In his own words, Pattinson expressed, "What drew me to 1664 was its refreshing and bold style and humor. I relished the opportunity to portray characters with entirely different identities and viewpoints, each convinced of their own correctness. Taste is deeply personal; everyone believes they have deciphered it. The project's essence lies in witnessing how that certainty begins to crumble and exploring how subjectively good taste is."

Fostering Strong Perspectives

Seva Nikolaev, Global Vice President of Premium Brands at Carlsberg, shared insights about the campaign. "We took pleasure in exploring with Robert Pattinson the ways in which good taste remains one of culture's most debated concepts. Our interest was not in finding common ground but rather in the resoluteness with which people defend their perspectives. 1664 isn’t about defining taste; it celebrates the confidence it takes to advocate for it. Good taste does not necessitate consensus; it demands conviction."

The film and research findings were revealed in an exclusive event in London, attended by members from various global creative communities in fashion, art, design, and culture. Together, they engaged in discussions aimed at unraveling the complex fabric of good taste and its interplay with identity.

To learn more about this campaign and access visual resources, visit: 1664 Visual Resources

About 1664

1664 Blanc, recognized for its iconic blue bottle and distinctive flavor, is a premium French beer that offers a light and refreshing taste with a hint of citrus and a delicate spice note. It is designed for sharing with friends. For more information, follow them on social media @1664blanc. The research conducted by 1664 combines in-depth interviews with extensive quantitative survey data from seven markets, including Canada, Germany, Denmark, Vietnam, China, Ukraine, and the UK.