AdminThe world’s No.1 French beer, 1664, turned heads in the heart of the city over the weekend of 13 and 14 June, as Raintree Plaza at TRX was transformed into an energetic cultural hotspot for the return of Bon Appétit-lah. This latest edition marked 1664’s most ambitious event yet, featuring the brand’s first-ever Asia-wide exclusive collaboration with renowned urban fashion label CLOT, co-founded by Edison Chen.
The two-day experience successfully brought together French brewing heritage and modern streetwear aesthetics, attracting nearly 6,800 guests. The unique blend of East meets French culture was expressed through curated Asian cuisine infused with French influences, served by top restaurants and food vendors, and amplified by a powerful musical lineup.
Star-studded entertainment
The celebration kicked off on 13 June with an electrifying set by German DJ duo Mat.Joe, alongside dynamic performances by Ashley Lau, Roshan, and Bate, setting the stage for an unforgettable evening. The momentum continued on 14 June as Taiwanese artist Nick Chou, better known as NICKTHEREAL, delivered a high-energy finale. Supporting acts NYK, Mdm Woo, and Dirty Signal kept the crowd entertained as the cultural festivities came to a close.
“The response to Bon Appétit-lah this year has been phenomenal. We witnessed nearly 6,800 guests embracing our vision of transforming everyday moments into extraordinary celebrations. Our collaboration with CLOT brought a fresh dimension to how people experience beer culture in Malaysia, blending French brewing heritage with street-smart edge in ways that resonated deeply with our audience,” said Olga Pulyaeva, Marketing Director of Carlsberg Malaysia.
Merchandise craze
A key highlight of the weekend was the exclusive 1664 x CLOT speakeasy-style fabric store, where limited-edition merchandise quickly sold out, appealing to beer lovers and fashion enthusiasts alike.
For those who missed the weekend showcase, the celebration continues throughout June and July with the 1664 Blue Hour campaign at 30 participating outlets nationwide. Fans also have the chance to win limited-edition 1664 x CLOT merchandise and can still purchase the exclusive 1664 x CLOT ceramic tumbler with selected 1664 purchases at major supermarkets, hypermarkets, and online platforms.
To stay updated on future events and exclusive releases, follow @1664malaysia on Facebook and Instagram. All 1664 activities are open to non-Muslims aged 21 and above. As always, consumers are reminded to enjoy responsibly: if you drink, don’t drive – always #CELEBRATERESPONSIBLY.
CJMY
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