Blue bottled brew debuts

The product was introduced earlier this year in two bottle sizes, 25 cL and 33 cL. The smaller size for supermarket sale is multipacked in six-count enclosed cartons, while the taller version is shipped and sold as singles to cafés, bars and restaurants. Both bottles are provided by the European division of O-I (www.o-i.com).

1664 Blanc, a milder line-extension version of the company’s flagship 1664 brand, had been introduced in a 37-cL size in the United Kingdom more than a year earlier, but in white-coated flint bottles with a blue label. After consumer tests of three bottle designs, Kronenbourg found French tastes preferred a reversed design: a blue bottle with a white paper label.