the Last Drop
Robert Pattinson partners with French beer brand 1664
Actor and cultural icon Robert Pattinson has partnered with premium French beer brand 1664 as its global brand ambassador. A bold global campaign, which is set to launch in 2026, will unveil a cinematic exploration of contrasting perspectives on good taste, directed by acclaimed filmmaker Brady Corbet, the brand shares. The collaboration marks an exciting new chapter for 1664 as it combines Pattinson’s unique style and point of view with the brand’s Parisian roots and effortless sophistication, it says. The pair invite the world to see “good taste” from fresh angles, with 1664 positioned as the beer that brings people together. “We’re thrilled to unite Robert Pattinson and Brady Corbet, two icons of modern creativity, to create a campaign that dramatizes the debate of good taste,” Nikola Maravic, global marketing director at 1664, said in a statement. “Together, their unique personalities and creative styles challenge convention, with 1664 being at the heart of the discussion. Our longstanding mission to elevate beer into a premium lifestyle experience is underway. This is only the first sip; stay tuned for more to come.” The brand says that pairing Pattinson and Corbet signals an “audacious creative leap” as it blends sophistication with a distinctive edge. The collaboration embodies the spirit of 1664 because it is unconventional, effortlessly stylish and confident, it notes. “With Robert as the face of our next global campaign, we have a unique opportunity to take 1664 into new cultural territory and reach audiences in exciting new ways,” Maravic added. “This is more than a partnership, it’s a statement of intent.”
Pabst Blue Ribbon, 686 pair up for full on-snow clothing capsule
Snowboarder-owned brand 686 has joined forces with Pabst Blue Ribbon to bring the legendary Cooler Jacket back to the slopes. French artist Lucas Beaufort dropped his signature playful artwork across the entire collection, although the star of the collaboration is the Cooler Jacket. The Cooler Jacket, nicknamed “the Sixer” when it initially launched in 2017, has become a cult classic, the brands say. Built for apres sessions and tailgate hangs, the Cooler Jacket features a built-in six-pack cooler and bottle opener with light insulation to keep the wearer warm and an infiDRY 10K waterproof fabric to keep the wearer dry no matter the conditions. The latest collection features Beaufort’s hand-drawn graphics, which give it a fresh, bold and undeniably fun look, “because why not have killer art with your cold ones?” The 686 x PBR collection consists of nine pieces, including the Cooler Jacket. “When he is on the session or during the apres, Lucas brings a special kind of raw energy that is both infectious and contagious,” said Brent Sandor, vice president of marketing at 686, in a statement. “We have been friends for years and have been waiting for the right project to collaborate on. It seems fitting that Lucas found a way to reignite the 686 x PBR collaboration with his DIY and independent spirit.” The full drop is available on 686.com and at select retailers nationwide.
Absolut returns as official partner of ‘Wicked: For Good’ with Paris Hilton
Pernod Ricard USA brand Absolut is mixing up magic ahead of the “Wicked: For Good” release on Nov. 21. To celebrate, Absolut’s sequin bottle sleeve has returned with a twist: the sleeve transforms from pink to green “with the flick of a wrist,” it says. The collector’s item is party of a new cocktail collection ideal for mixing up Absolut’s “Wicked” good cocktails, it adds. The Absolut-ly “Wicked” Good Cocktail Collection consists of a limited-edition bottle of Absolut in a sequin bottle sleeve, pink and green martini glasses, edible pink and green glitter garnishes as well as “The Grimmerie” recipe book to shake up themed cocktails. In addition, Absolut teamed up with Paris Hilton and her social impact organization 11:11 Media Impact to grant “Wicked: For Good” wishes for deserving fans and raise money to offer life-changing support to those who need it most, the company notes. All proceeds from the cocktail collection, plus a flat donation from Absolut, will be donated to the organization, it says. Through 11:11 Media Impact, the funds will benefit the Human Rights Campaign Foundation. “Absolut has long advocated for the values of courage, friendship and standing up for what’s right,” Bethan Hamilton, brand director at Absolut, said in a statement. “It’s core to the very essence of the brand, and these values are mirrored in everything that ‘Wicked: For Good’ champions. Last year, ‘Wicked’ created a sensation that Absolut was proud to be a part of, and this year, we hope to inspire even more moments of connection over a ‘Wicked’ good cocktail.” Absolut and Hilton are gifting 11 winners the cocktail collection by asking fans to share a photo or video on social media with their favorite Absolut “Wicked” cocktail, explain how “Wicked” has changed their life for good, and tag @AbsolutUS @ParisHilton @WickedMovie or upload a submission on the Absolut x “Wicked: For Good” website. One fan will have the chance to win a trip to the movie’s premier in New York City for two, with airfare and hotel accommodation.
Monster Energy launches zero sugar flavor with Lando Norris
Monster Energy is bringing a new form of fuel to Formula 1 with its highly anticipated U.S. launch of Lando Norris Zero Sugar. Following the flavor’s success in Europe, Monster Energy fans have been demanding that the British race car driver bring his exclusive flavor stateside. Lando Norris Zero Sugar features a bold yuzu melon profile and a can wrapped in Norris’ iconic helmet design. It is available in select U.S. markets for a limited time, so the race is on for consumers to get their hands on one, the company says. The flavor launched the week of the Austin Grand Prix on Oct. 19. Monster created an “electrifying week” of experiences to capture the energy of Lando and the brand, including his own LN4 x Monster Energy Pop-Up Store in Austin. The pop-up marked the first time Norris’ brand has been available in-store in America, it notes. “I’ve had so many people in the U.S. asking when my flavor would finally make it here, so I’m really excited to see it launch during Austin Grand Prix week,” Lando said in a statement. “The energy around F1 in America is unreal, and to celebrate it with Monster Energy in such a big way with the pop-up, the party and, of course, the can itself makes it even more special. I can’t wait for everyone to finally get their hands on it.” The festivities also included an exclusive VIP launch party, where Norris joined Monter Energy motocross star Haiden Deegan and other Monster sporting greats for a night of music, style and adrenaline. “Lando represents the next generation of motorsport: fearless, fun and connected to the culture of F1,” said Dan McHugh, global chief marketing officer at Monster Energy, in a statement. “This U.S. launch is about bringing fans closer to the action while celebrating the global growth of Formula 1 right here in Austin the Monster Energy way.”
Peet’s Coffee joins Woolrich x Target limited time collection
Craft coffee brand Peet’s Coffee is pouring bold new flavor into the Woolrich x Target collection. Peet’s joins the collection with a limited-time collaboration in partnership with “The Original Outdoor Clothing Company” known for its iconic Buffalo Check. Peet’s introduced its signature craft coffee to the collection, which became available in select Target stores and on Target.com on Oct. 18. The collab comes to life in two exclusive coffee offerings: Buffalo Check Blend and Cold Brew Singles. The Buffalo Check Blend comes in ground and whole bean offerings and features a smooth and balanced medium roast with comforting notes of chocolate-covered toffee and maple syrup, it says. Meanwhile, Cold Brew Singles are a bold, juicy medium roast of East African coffees with notes of sweet blackberry and cocoa, it notes. These singles were designed for cold brew lovers, the brand says. A new format for Peet’s, the singles — packaged with Woolrich’s signature pattern — steep effortlessly in cold water for a crisp, robust sip, it adds. “Peet’s has been passionate about crafting bold, high-quality coffee since 1966, and Woolrich has been defining American heritage style with its original Buffalo Check for nearly two centuries,” Katie Keil, chief marketing officer at Peet’s, said in a statement. “Together, we’re serving up the ultimate fall pairing — bold brews and Buffalo Check — because heritage and craft never go out of style.”
