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French beer 1664 has just unveiled a new global campaign starring Robert Pattinson. The launch took place in London, where the internationally acclaimed actor was on hand to meet a select group of media from around the world.

He kicked things off with an informal Q&A that, despite the often polished nature of such events, felt surprisingly relaxed and genuinely engaging. Afterwards, he remained available for interviews.

Over the past decade, Robert Pattinson has established himself as one of the world’s most influential and commercially successful actors. Most will recognise him from roles in Twilight, The Batman, and Harry Potter.

Robert Pattinson

The campaign launches today, 1 April, and is built on a new global study from 1664.

Under the title “A Question of Good Taste”, 1664 explored perceptions of taste across Asia, Europe, and North America. The findings reveal a fascinating paradox:

• 83% believe they have good taste
• 87% say taste reflects who they are
• Yet only 31% agree on what “good taste” actually means

The research also highlights growing caution around expressing opinions publicly. In an era of online debate and cancel culture, many feel it can be risky to speak up – even though 77% believe society would benefit from more openness and honesty.

In the campaign film, directed by Brady Corbet, Robert Pattinson takes on three distinctly different roles: a modern minimalist, an avant-garde artist, and an eccentric older dandy.

Set in Paris, the film highlights just how subjective the notion of “good taste” truly is.

From the London event, where dontt.dk met Robert Pattinson

Robert Pattinson says:

“What really drew me to 1664 was the refreshing, strong sense of style and humour. I enjoyed playing characters with completely different identities and points of view, each convinced they’re right. Taste is such a personal thing – everyone thinks they’ve cracked it. The fun of the film is watching that certainty unravel and explore how subjective Good Taste really is.”

“We’re delighted to have explored how Good taste is one of culture’s most debated concepts with Robert Pattinson. What interested us in this process was not whether people agree, but how strongly they hold their own perspective,” says Seva Nikolaev, Global Vice-President for Premium Brands at Carlsberg, “1664 isn’t here to define taste, but to celebrate the confidence to stand by it. Good taste doesn’t need consensus — it demands conviction.”

More on the campaign, launching today, with Robert Pattinson coverage coming soon on dontt.dk

All three of Robert Pattinson’s personas, in one shot!

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