This summer, Carlsberg introduced a new product to the Canadian market aimed at capturing the attention of younger consumers, who are increasingly turning their backs on traditional beer: 1664 Rosé, a unique beer that offers the flavors of a classic wheat beer with a hint of rosé-like character, though it contains no wine. The launch marks the first time a rosé-inspired beer has been made available in Canada, offering an alternative to cocktails.
The 1664 Rosé beer delivers a refreshing blend of citrus, peach, and spices like coriander and orange peel enhanced with subtle red berry notes, all without actual wine.The beer’s main ingrediences are wheat beer, sugar and glucose syrup, elderberry and raspberry juice, flavouring and spices. Presented in the brand’s signature blue bottle, this new beverage is designed to provide a light and crisp option for those seeking something new.
Chad Abdo, Carlsberg Canada’s Director of Marketing, commented, “1664 Rosé brings together the best of both worlds—combining the sophistication of a rosé with the refreshing nature of a premium beer. It’s an exciting choice for those who love both, and now they don’t have to pick one over the other.”
Earlier in the season, 1664 Rosé made its debut as the title sponsor of Toronto's Fashion Week, linking the drink to the world of high fashion and launching the “summer of pink” in both drinks and style. Abdo explained, “We celebrate bold, individual style, and that’s exactly what 1664 Rosé represents—an unexpected twist in both flavor and presentation.”
As part of a broader trend in the brewing industry, Carlsberg's new rosé beer represents a growing effort to capture the attention of younger consumers, who are increasingly being drawn to cocktails and mixed drinks. Breweries are adapting by developing products that offer unique alternatives, like 1664 Rosé, which pairs well with this generation’s desire for light, flavorful, and innovative beverages. These new offerings are not only helping breweries expand their market reach but also redefining what beer can be in an evolving drinking culture.
