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FRANCE: Carlsberg launches 'vintage' Kronenbourg 1664

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Carlsberg is to launch a 'vintage' version of its Kronenbourg 1664 premium beer brand in France.

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Kronenbourg ‘1664 Millésime’ is made from malt and hops harvested in a specific year and therefore, like wine, will offer subtle differences in taste from one vintage to another.

The group has created a special tasting glass to accompany the launch. Consumers are encouraged to fill the glass to the half-full mark and swirl the beer, in order to release its aromas.

1664 Millésime will be sold exclusively in supermarkets, priced at EUR4.10 (US$5.66) per 25cl six-pack, compared to EUR3.55 for classic 1664. Carlsberg-owned Kronenbourg recently launched its ‘Sélection des Brasseurs’, compising four ‘seasonal’ beers for spring, summer, autumn and winter.


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