The world’s No.1 French beer, 1664, is once again transforming everyday moments into the extraordinary with the return of Bon Appétit-lah. Reinforcing its promise to elevate simple pleasures, the brand takes a bold new step this year with its first-ever Asia-wide exclusive collaboration—teaming up with urban fashion label CLOT, founded by Edison Chen, to fuse French brewing finesse with cutting-edge streetwear culture.
Building on the success of Bon Appétit-lah’s previous editions, this collaboration takes casual dining up a notch – where good food meets great style. Known for bridging Eastern and Western fashion sensibilities through its range of apparel that highlights the iconic Silk Royale pattern that’s associated with artistry in Asian culture, CLOT perfectly embodies 1664’s ethos of transforming everyday moments into extraordinary celebrations.
“As the No.1 French beer brand in the world, 1664 is about more than taste—it’s about embracing moments with effortless style. Through Bon Appétit-lah, 1664 brings that spirit to life, turning everyday dining into something more special and even more extraordinary. This year, we are taking it a step further with CLOT, blending style into how we experience beer and culture. This is where French good taste meets street-smart edge, setting the scene for moments that are effortlessly cool, unexpectedly bold, and true to 1664’s signature style,” said Olga Pulyaeva, Marketing Director of Carlsberg Malaysia.
“Our aim was to create a product that is not only visually appealing but also tells a story of cultural fusion—bridging the East and French. Collaborating with 1664 has been an exciting journey, and we’re thrilled to offer a collection that celebrates the richness of cultural differences while elevating everyday moments,” said Simon Wat, General Manager of CLOT.
For the first time, 1664 and CLOT proudly team up in a bold collaboration to present Bon Appétit-lah, making its way into the heart of the city with an exciting two-day takeover of TRX’s Raintree Plaza over the evenings of 13th and 14th June to bring East meets French to life in a fusion of food, style and an electrifying lineup of performances by locally and internationally renowned artists in extraordinary ways.
Guests can savour a curated menu of Asian dishes imbued with French influences from the city’s most celebrated restaurants. 1664 x CLOT Bon Appétit-lah will also showcase the limited-edition 1664 x CLOT merchandise available for purchase exclusively at the event in a 1664 X CLOT speakeasy-style fabric store, making it a must-visit for beer connoisseurs and trendsetters alike. So, what are you waiting for? RSVP now at https://1664malaysia.com/eventbal2025/.
If you miss the 1664 x CLOT Bon Appétit-lah event, fret not – you still have a chance to experience the 1664 Blue Hour at 30 outlets nationwide throughout June and July, and stand a chance to win limited edition 1664 x CLOT merchandise. The collab doesn’t stop there. You can take home a one-of-a-kind 1664 x CLOT exclusive ceramic tumbler with 1664 purchases at participating supermarkets, hypermarkets, and online stores nationwide.
Follow @1664malaysia on Facebook and Instagram for more info on the happenings. All activities are open to non- Muslims aged 21 and above. When purchasing and enjoying 1664, remember to always #CELEBRATERESPONSIBLY – if you drink, don’t drive!