1664 Blanc and the newly relaunched 1664 Bière will be available during the event from the store’s celebrated wine bar, branded the 1664 Blanc Bar for the duration. Shoppers will also get the opportunity to try this stylish premium beer with front-of-store tastings at Waitrose King’s Cross throughout the takeover.

During the two-week takeover, 1664 Blanc will be partnering with model and fashion trailblazer Jordan Hames for an incredible conversation about his inspiring journey in the industry, hosted at the bar takeover on Wednesday 21 August, 6pm. This one-off, exclusive event is a continuation of 1664 Blanc’s ‘Explorations in Blue’ series, launched earlier this year at London Fashion Week (Blanc is Principal Partner). 

Promising compelling insights for style, fashion and culture enthusiasts, along with an opportunity to enjoy 1664 Blanc or 1664 Bière, the takeover comes just ahead of the brand’s London September Fashion Week activations, with more to be announced soon. 

Dharmesh Rana, Director of Marketing for Premium Brands at CMBC, said: “1664 Blanc was born out of the vision to offer premium drinkers a lifestyle brand that would playfully push the expectations of what a beer could be.

“This exciting new collaboration with Waitrose is a perfect opportunity to discover 1664 Blanc. Our takeover of the Waitrose King’s Cross Wine Bar not only provides an excellent introduction to new fans of the brand, but also reinforces the key characteristics that are the foundation of 1664 Blanc – elegance, style and sophistication.”

Jourdan Gabbini, Beer Buyer at Waitrose comments: “We’re delighted to bring the 1664 Blanc Bar to our Wine Bar at Waitrose King’s Cross this August, offering our customers the opportunity to try a refreshing and super stylish beer instore.” 

Blending classic tastes with a modern flair, 1664 Blanc has a uniquely layered taste profile of subtle citrus with notes of white peach and a touch of spice. With its bold and elegant blue bottle making it a standout on shelves, 1664 Blanc embodies an alluring combination of style and simple sophistication – a perfect offering for shared special occasions.

Launched in the UK earlier this year, 1664 Blanc established itself as a brand to watch with a series of high-profile activations as principal partner of London Fashion Week, becoming the first beer brand ever to launch at the famous luxury department store, Selfridges. This latest activation at the Waitrose wine bar promises to deliver another stylish spot for consumers to enjoy a refreshing pint of 1664 Blanc on draught or in its iconic blue bottle, with 1664 Bière also available in bottle during the takeover.

£5 tickets are available via Eventbrite for the ‘Explorations in Blue’ event on 21 August.