1664 Rosé Hits The Runway

//  05.22.24


The Garden serves up some serious style for the launch of the first rosé beer in Canada

Carlsberg Canada, in collaboration with Toronto creative agency The Garden, is raising the bar on the beer scene with the debut of 1664 Rosé, a wheat beer with a subtle profile of red berries.

With its unique pink hue, rose-gold label, and specially crafted coupe glass, 1664 Rosé made a stylish debut at Fashion Art Toronto (FAT), Toronto’s premiere art and fashion week earlier this month, and it officially launched Canada-wide last week.

Emphasising its distinctive pink colour, The Garden has positioned 1664 Rosé as the season’s must-have drink and accessory, seamlessly blending beer into the world of fashion, from the shelf to the runway. The launch campaign, “Drink Fashionably,” underscores this innovative approach, highlighting the intersection of beer and style.

“We wanted to make 1664 Rosé an extension of every fashion-forward outfit,” said Lindsay Eady, The Garden’s Executive Creative Director. “People who appreciate style want the beer they hold to be just as thoughtful as all the accessories they wear. With 1664 Rosé’s beautiful blue bottle and pink coupe, their beverage can actually compliment their outfit and photos of their nights out.”

The creative strategy behind the “Drink Fashionably” national Canadian campaign focuses on positioning 1664 Rosé as this season’s must-have. The photography showcases confident, fashion-forward models dressed in all-pink to draw attention to the product’s unique selling point and connect it with the world of fashion. The campaign’s bold visual aesthetic incorporates pink into Kronenbourg’s iconic blue and white branding.

“Since 1664 launched 18 years ago, we’ve always championed bold style choices and individuality in fashion,” said Chad Abdo, the Marketing Director for the Carlsberg Group. “We couldn’t be more excited to launch Canada’s first Rosé beer to those passionate about style and fashion, and bring new fashion-forward beer drinkers into the 1664 fold.”

The national campaign consists of digital OOH, static images, animated video, a behind-the-scenes video, a robust social media buy on Meta, Pinterest, and prominent placement in Toronto’s Yonge-Dundas Square.

The “Drink Fashionably” launch event at FAT engaged influencers and the fashion crowd to solidify the beer’s connection with style. The event featured a professional Getty Images photo booth with photographer Nancy Kim in which attendees could immerse themselves in the campaign’s visuals. The photos were then shared on 1664 and FAT’s social pages. The event also included a Rosé-themed “pink carpet” for photo ops, product sampling and giveaways, Pierre Bassene 1664 Rosé collaboration merchandise giveaways, and a collaborative runway show with local designer “Signed by Dahlia”. The Garden partnered with Vibrant Marketing for event marketing and Dentsu as the media partner for the FAT launch event.

The Garden will be continuing the “Drink Fashionably” campaign into the Fall at Montreal Fashion week with a focus on 1664 Blanc.


Client: Carlsberg Canada
Brand: 1664 Rosé
Marketing DIrector: Chad Abdo
Sr. Brand Manager: Catherine Witkowskj
Brand Manager: Justin Caporuscio
Graphic Designer: Colin Duerrstein

Agency: The Garden
Chief Creative Officer: Shane Ogilvie
Chief Strategy Officer: Shari Walczak
Executive Creative Director: Lindsay Eady
Art Director: Mriga Suchdeva
Copywriter: Nuala Murray
Design Director: Adriana Ivory
Strategy Director: Jenn Kittmer
Business Lead: Kendell Edney
Project Lead: Delaney Brough
Studio Director: Jamie Morren
Photographer: Clay Stang
Media Agency: Dentsu
XM: Vibrant Marketing
Videographer/Editor: Reynard Li
Wardrobe: Jessica Albano
Wardrobe Assistant: Jenna Aranas
Hair: Andrea Claire
Makeup: Delia Lupan
Hair & Makeup: Samantha Pickles

Colourist: Ryan Ruskay
Retouching: Marcelle Faucher
Retouching: Brandon Dyson
Animator: Kathy Tidy

Getty Images Photographer: Nancy Kim

Alcohol, Beer, The Garden