- From the red carpet to the avant-garde, 1664Global Brand Ambassador Robert Pattinson Invites the World to Review Good taste
- New global search for 1664 revealed 83% believe they taste good, but only 31% agree on what that actually means – revealing a cultural contradiction at the heart of modern taste.
- Robert Pattinson brings this debate of modern taste to life in a cinematic film shot in Paris, featuring three contrasting characters
LONDON, April 1, 2026 /PRNewswire/ — Good taste is one of the most personal and publicly debated concepts of our time.
New global study of a premium French beer brand 1664 reveals a defining contradiction at the heart of modern culture: while a majority think they have good taste, very few agree on what that actually means.
1664 and Robert Pattinson transform this cultural tension into a bold statement: Robert embodies the paradox of modern taste in a motion picture. short film which explores identity, individuality and the confidence to defend one’s own point of view.
From red carpets to independent cinema, Robert Pattinson has long traveled the space between the mainstream and the avant-garde, making him a natural ambassador for a platform built around the subjectivity and self-expression of Good taste.
White paper: a question of good taste
1664 research paper “A question of good taste”, conducted in Asia, Europe and North America, suggests that although people are very attached to their own tastes, there is little agreement on what “good taste” actually means, highlighting a growing cultural tension around identity and self-expression.
- 83% say they taste good
- 87% say good taste reflects who they are
- Yet only 31% agree on what this actually means
At the same time, the newspaper reveals a growing reluctance to share opinions publicly. With the rise of online debate and “cancel culture”, many feel that expressing their views can be risky, even if 77% think society would be better if people were open and honest about what they think.
From music and fashion to art and interior design, taste has become one of the most visible expressions of who we are and therein lies the tension. Rather than resolving the debate, 1664 invites the world to embrace all perspectives of Good taste.
Robert Pattinson in three acts
Directed by a renowned filmmaker Brady Corbet – director of the Oscar-winning epic The Brutalist (Golden Globe and BAFTA for best director), as well as Vox Lux and The Childhood of a Leader -, the short film sees Robert Pattinson embody three very contrasting characters:
- A modern minimalist character
- An avant-garde artist
- An older, eccentric “dandy”
Everyone is absolutely convinced that it represents the pinnacle of good taste.
As their worlds collide in a Parisian apartment building, opinions clash – on music, art, interiors and aesthetics. But amid the debate, a shared truth quietly emerges: 1664 is undoubtedly in good taste.
Set in Paris, the birthplace of the brand’s iconic French identity, the film blends cinema, subtle humor and cultural debate, placing Robert at the heart of a broader conversation about individuality and expression.
The film has its world premiere on April 1, 2026.
Robert Pattinson says: “What really drew me to 1664 was its sense of style and refreshingly strong humor. I enjoyed playing characters with completely different identities and points of view, each convinced that they are right. Taste is such a personal thing – everyone thinks they’ve got it right. The fun of the film is seeing that certainty revealed and exploring how subjective good taste is.”
“We’re excited to have explored how good taste is one of the most debated cultural concepts with Robert Pattinson. What we were interested in in this process was not whether people agreed, but how much they had their own point of view,” said Seva Nikolaev, global vice president of premium brands at Carlsberg, “1664 is not here to define taste, but to celebrate the confidence necessary to defend it. Good taste does not need consensus, it requires conviction.”
The film and research were unveiled and celebrated with members of the global creative communities in fashion, art, design and culture in London at an exclusive event.
Link to visual resources: https://drive.google.com/drive/folders/1JdmpKWnHX4L6v819uvmsUriF6VFuGtfb?usp=sharing
Around 1664 White
Blue in bottle and iconic flavor. 1664 Blanc is a light and refreshing premium French beer with a hint of citrus and a delicate touch of spice. Perfect for moments with friends. To learn more, please visit @1664white.
*The 1664 Global study combines 16 in-depth interviews with large-scale quantitative survey data across 7 markets. [Canada, Germany, Denmark, Vietnam, China, Ukraine, UK].
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