What Do the French Call 1664 Beer? A Deep Dive into Kronenbourg's Identity

Exploring the Nomenclature and Cultural Significance of a Beloved Brew

I remember my first trip to France, a whirlwind of charming streets, delectable pastries, and, of course, the ubiquitous presence of beer. Wandering into a small bistro in Paris, I scanned the beverage menu, eager to try something authentically French. My eyes landed on a familiar yet slightly different name: "1664." My immediate thought was, "What *do* the French call 1664 beer?" It struck me as peculiar that a beer so widely recognized, at least by its numerical designation, wasn't always referred to by a straightforward French name in its entirety. This seemingly simple question opened up a fascinating rabbit hole into branding, cultural perception, and the nuanced ways we refer to popular products.

So, to cut straight to the chase and answer the core of your inquiry: What do the French call 1664 beer? Primarily, they refer to it by its brand name, Kronenbourg 1664, often shortened to just 1664. It's a testament to effective branding that the number itself has become synonymous with the product, even across language barriers. However, understanding *why* this is the case, and exploring the deeper layers of its identity, requires a closer look.

This article will delve into the heart of this question, examining the history of Kronenbourg, the significance of the "1664" in its name, and how it's perceived and referred to within France and internationally. We'll explore the beer's origins, its evolution as a brand, and the cultural context that shapes its reception. My aim is to provide a comprehensive and insightful analysis, drawing on my own observations and a thorough understanding of branding and consumer behavior. You'll discover that the answer isn't just about a name, but about a legacy.

The Genesis of Kronenbourg: A Historical Perspective

To truly understand what the French call 1664 beer, we must first journey back to its roots. The story of Kronenbourg begins not in a Parisian café, but in the Alsace region of France, specifically in Strasbourg. The brewery that would eventually produce what we know as 1664 was founded in 1664 by a man named Geronimus Hatt. This year, 1664, is not an arbitrary number; it is the very year of the brewery’s inception. It signifies a deep-seated history and a commitment to tradition, qualities that are highly valued in French culture.

The Hatt family were brewers for generations, gradually building a reputation for quality. The brewery was initially known as the Hatt Brewery. Over the centuries, it expanded and evolved. It wasn't until the 19th century that the name "Kronenbourg" emerged. This name was inspired by the Kronenburg family who owned a property in the Vosges mountains, and their name was adopted by the brewery, adding a touch of aristocratic flair and European resonance.

The 20th century saw significant growth and modernization for the brewery. It became a dominant force in the French beer market. The brand we recognize today, Kronenbourg 1664, was launched in 1952. The intention behind launching a beer specifically named "1664" was to evoke that rich history and heritage. It was a strategic move to position the beer as a premium product, steeped in tradition and craftsmanship, a stark contrast to more mass-produced lagers.

It’s crucial to understand that "1664" is not just a vintage; it's a deliberate branding choice. It's designed to communicate longevity, quality, and a connection to a bygone era of brewing excellence. In a country that cherishes its history and artisanal products, a beer that can literally point to its founding year has a distinct advantage. This historical anchor is a key reason why the name resonates so strongly and has become so iconic.

Why "1664"? Decoding the Significance of the Number

The number "1664" serves multiple critical functions for the Kronenbourg brand. As mentioned, its primary role is to signify the year of the brewery's founding, Geronimus Hatt's brewery in Strasbourg. This historical timestamp lends an air of authenticity and heritage that is highly attractive to consumers, particularly in a market like France, which places a high value on tradition and origin.

Beyond mere historical fact, "1664" acts as a powerful branding element. It elevates the beer from a simple beverage to a product with a story, a lineage. Think about it: many luxury goods and premium products often emphasize their long history or artisanal origins. The "1664" taps into this psychological association of age with quality and trustworthiness. It suggests that this is not a fleeting trend, but a time-tested recipe, a brew that has stood the test of time.

Furthermore, the number is distinctive. In a crowded beer market, a unique numerical designation helps the brand stand out. While many beers carry descriptive names or evoke natural imagery, "1664" is abstract yet evocative. It's easy to remember and to say, and it possesses a certain elegance that aligns with the premium positioning of the beer. It has a sophisticated ring to it, which likely contributed to its adoption as a symbol of French brewing prowess.

Internationally, "1664" also works effectively. It’s a number that transcends linguistic barriers. While the full name "Kronenbourg 1664" might require translation or explanation in some markets, the "1664" itself is universally understood as a numerical identifier. This global recognition is a testament to the strength of the branding strategy.

The number also allows for variations within the brand. We see "Kronenbourg 1664 Blanc," for example. Here, "1664" acts as the foundational identifier, and "Blanc" (meaning white, referring to its wheat beer style) denotes the specific variant. This tiered naming system is common and effective in product marketing, allowing for clear differentiation while maintaining brand coherence.

How Do the French Refer to "1664 Beer"?

In France, the most common and direct way to refer to this beer is simply as "1664". It's an abbreviation that has become so ingrained that most French consumers and bartenders will immediately understand what you’re referring to. You might walk into a bar and ask, "Je voudrais une 1664, s'il vous plaît" (I would like a 1664, please). This is perfectly acceptable and understood.

However, the full name, Kronenbourg 1664, is also frequently used, especially when someone wants to be more precise or is introducing the beer to someone unfamiliar with it. It’s like referring to "Coca-Cola" versus just "Coke." Both are correct, but one is more formal or complete.

You might also hear variations depending on the specific product. For instance, if someone is ordering the wheat beer version, they would say, "une 1664 Blanc" or perhaps even "une Kronenbourg 1664 Blanc." The "Blanc" is essential for specifying the type of beer, as Kronenbourg 1664 also produces a classic lager (often referred to as "Kronenbourg 1664 Lager" or simply "Kronenbourg 1664" if the context is clear).

It’s interesting to note how the brand has successfully embedded the numerical designation so deeply into common parlance. This is a hallmark of strong branding. They’ve managed to make a number, which is inherently abstract, represent a tangible product with a distinct taste and character.

From my own experiences, and from observing conversations in French bars and restaurants, the casual use of "1664" is pervasive. It’s akin to how in the United States, we might simply ask for a "Bud" or a "Miller," referring to Budweiser or Miller High Life. The brand name or a key identifier becomes shorthand for the product.

In some more informal settings, particularly among younger drinkers, there might be even more casual slang. However, "1664" and "Kronenbourg 1664" remain the dominant and universally understood terms.

Kronenbourg 1664: More Than Just a Name, It's a Brand Identity

The way the French refer to 1664 beer is intrinsically linked to its broader brand identity. Kronenbourg 1664 has cultivated an image of a sophisticated, accessible, yet premium lager. It’s often marketed as a beer that embodies French elegance and style, even though its origins are in Alsace and it's now owned by a global brewing conglomerate (Carlsberg Group).

The advertising campaigns for Kronenbourg 1664 often play on themes of French lifestyle, romance, and sophistication. You’ll see imagery that evokes Parisian nights, fine dining, and a certain joie de vivre. This positioning is crucial in shaping how the beer is perceived and, consequently, how it’s named and discussed.

Key elements of the Kronenbourg 1664 brand identity include:

Heritage and Tradition: As we’ve discussed, the "1664" itself is a strong indicator of this. The brand consistently reinforces its long history.
French Connection: Despite its ownership, it is heavily associated with France and French culture. This is a significant selling point, both domestically and internationally.
Premium Positioning: It's generally positioned as a step above standard lagers, often seen as a beer for slightly more discerning palates or for social occasions where a touch of refinement is desired.
Accessibility: While premium, it's not an exclusive or overly expensive beer. It remains widely available and affordable, making it a popular choice for everyday enjoyment.
Distinctive Taste Profile: Kronenbourg 1664 is known for its smooth, balanced, and slightly malty flavor profile. This distinct taste is what consumers are seeking when they ask for a "1664."

The brand successfully walks a fine line. It leverages its historical roots to appear authentic and high-quality, while its modern marketing and global distribution ensure its widespread appeal. This carefully crafted identity influences how people refer to it. They are not just asking for "a beer"; they are asking for a specific experience, a taste, and a brand that represents certain values.

The fact that "1664" has become such a common shorthand speaks volumes about its success in permeating popular culture. It’s a name that rolls off the tongue, easily recalled, and associated with a reliable and enjoyable drinking experience. The brand managers likely recognized the power of this numerical identifier early on and have consistently built upon its recognition.

Comparing International Perceptions vs. French Usage

It's fascinating to compare how "1664 beer" is referred to in France versus how it's perceived and named in other parts of the world. While the core brand remains Kronenbourg 1664, nuances in local markets and the emphasis placed on different aspects of the brand can lead to variations.

In France:

Primary Reference: "1664" (short, iconic)
Full Reference: "Kronenbourg 1664" (more formal or for clarity)
Specific Variants: "1664 Blanc," "1664 Rosé," etc. (numerical prefix remains)
Contextual Understanding: Universally understood as the prominent lager from Kronenbourg.

In the UK and other English-speaking markets:

Primary Reference: "Kronenbourg 1664" (full name is more common)
Shortened Reference: "Kronenbourg" or sometimes "1664" (though "Kronenbourg" might be more prevalent initially)
Brand Recognition: Often positioned as a premium French lager, emphasizing its origin.

In other European countries:

Usage can vary significantly. In some, the full name is preferred; in others, the numerical identifier might gain traction due to its distinctiveness.
The association with being a "French beer" is often a key marketing point.

The remarkable aspect is how "1664" has achieved such a strong independent identity, particularly in its home country. This is a testament to the effectiveness of the branding strategy. It’s as if the number has transcended its original meaning and become a symbol of the product itself. This is not accidental; it's the result of consistent marketing, quality production, and a deep understanding of consumer psychology.

From my perspective, this demonstrates a successful case of brand recall and name recognition. In many international markets, a brand might struggle to make a numerical identifier as potent as a word-based name. However, Kronenbourg managed it, likely by consistently associating "1664" with positive attributes: quality, history, and a French flair.

The Role of "1664 Blanc" in Solidifying the Name

The introduction and immense popularity of Kronenbourg 1664 Blanc have played a significant role in solidifying the "1664" moniker, even for those who primarily drink the original lager. "Blanc" is French for "white" and refers to its cloudy, wheat beer style, often flavored with citrus and coriander.

When 1664 Blanc was launched, it was a game-changer. It tapped into the growing trend of flavored wheat beers and offered a sophisticated, refreshing option that appealed to a broad audience, including those who might not typically drink lager. The naming convention, "1664 Blanc," ensured that the core brand name remained front and center.

Consider the effect this had:

Reinforcement of "1664": Every time someone ordered or saw "1664 Blanc," the number "1664" was prominently featured, reinforcing its association with the Kronenbourg brand.
Expansion of Brand Reach: 1664 Blanc introduced the Kronenbourg brand to a new set of consumers who might have been hesitant to try a traditional lager. These new consumers became familiar with "1664" through the Blanc variant.
Differentiation within the Brand: The "Blanc" qualifier clearly distinguished this new product from the original lager, allowing both to coexist and thrive under the overarching "1664" umbrella.

This strategy is brilliant from a marketing standpoint. Instead of creating a completely separate brand for the wheat beer, they leveraged the existing equity of "1664." This meant that the success of 1664 Blanc directly contributed to the continued recognition and familiarity of the "1664" brand itself.

My personal observations align with this. I’ve seen countless instances where someone orders "une 1664" without specifying, and the bartender presents the classic lager. But if the preference is for the wheat beer, the order is explicitly "une 1664 Blanc." This dynamic clearly shows how "1664" is the core identifier, with "Blanc" acting as the crucial descriptor for a specific type.

The success of 1664 Blanc has undoubtedly contributed to making "1664" a universally recognized term for this particular family of beers. It's a perfect example of how product innovation, when coupled with smart branding, can amplify a brand's presence and name recognition.

The Cultural Context: Why This Naming Works in France

The way the French refer to 1664 beer is deeply intertwined with French cultural values and their approach to branding and consumption. France has a strong tradition of valuing:

History and Heritage (Patrimoine): French culture places immense importance on its history, art, and traditions. Products that can demonstrate a long lineage often gain a level of prestige and trust. The "1664" directly taps into this by signaling a deep historical root.
Artisanal Quality (Savoir-faire): While Kronenbourg is a large company, the "1664" branding evokes a sense of traditional brewing craftsmanship, or *savoir-faire*. This appeals to a consumer base that appreciates quality and expertise.
Elegance and Refinement: French culture often associates certain products with elegance and a certain *art de vivre*. Kronenbourg 1664 has successfully positioned itself as a beer that fits this mold, making it a suitable choice for social gatherings and moments of enjoyment.
Regional Identity: Alsace, the home region of Kronenbourg, has its own distinct cultural identity within France, known for its brewing heritage and Germanic influences. While the brand is national and international, this regional connection adds another layer of authenticity.

In this context, a name like "1664" isn't just a number; it’s a symbol. It represents time-tested quality, a connection to the past, and a certain French sophistication. This is why the abbreviation "1664" is so readily accepted and understood. It’s not seen as an impersonal numerical identifier but as a shorthand for a product that embodies these cherished cultural values.

Contrast this with markets where brand names might be more focused on performance, novelty, or humor. In France, the emphasis on heritage and quality allows for a more understated yet powerful branding approach. The number "1664" is elegant in its simplicity and profound in its historical implication.

From my own observations, French consumers are often discerning. They appreciate products with a story and a genuine connection to their origins. The "1664" name provides that story, making it a more compelling choice than a generic lager. It’s a subtle but powerful form of marketing that resonates deeply within the French cultural landscape.

The Mechanics of Ordering "1664 Beer" in a French Establishment

Let’s get practical. If you’re in France and want to order this beer, here’s a simple guide on how to do it effectively. Understanding these nuances can enhance your experience and ensure you get exactly what you’re after.

Ordering the Classic Lager

The most straightforward way to order the original Kronenbourg 1664 lager is:

Politely greet the server: "Bonjour, monsieur/madame." (Hello, sir/madam.)
State your request clearly: "Je voudrais une 1664, s'il vous plaît." (I would like a 1664, please.)
Alternatively, use the full name: "Je voudrais une Kronenbourg 1664, s'il vous plaît." (I would like a Kronenbourg 1664, please.)

In most casual settings, especially if there's a prominent Kronenbourg 1664 tap or bottled display, simply asking for "une 1664" will suffice. The bartender will likely understand you are referring to the flagship lager.

Ordering Kronenbourg 1664 Blanc

If you specifically want the wheat beer version, you must include "Blanc":

Greet the server: "Bonjour, monsieur/madame."
State your request: "Je voudrais une 1664 Blanc, s'il vous plaît." (I would like a 1664 Blanc, please.)
Alternatively, use the full name: "Je voudrais une Kronenbourg 1664 Blanc, s'il vous plaît."

It’s crucial to add "Blanc" here, as omitting it might result in you being served the standard lager, which could be disappointing if you were specifically craving the wheat beer.

Ordering Other Variants

Kronenbourg 1664 has introduced other variants over time, such as Kronenbourg 1664 Rosé. The naming convention remains consistent:

For Rosé: "Je voudrais une 1664 Rosé, s'il vous plaît."

The structure is always the core brand name ("1664" or "Kronenbourg 1664") followed by a descriptor for the specific type.

What if they don't understand?

While rare, if you encounter any confusion, you can try:

Pointing: If there are bottles or taps visible, discreetly point to what you want.
Describing: You could say, "La bière française, Kronenbourg, l'originale" (The French beer, Kronenbourg, the original) or "La bière blanche française" (The French white beer) if referring to Blanc.
Asking for the Menu: "Puis-je voir la carte des boissons, s'il vous plaît?" (May I see the drinks menu, please?) This will allow you to visually confirm the name.

Most servers in tourist areas will have some level of English proficiency or be accustomed to international visitors. However, making an effort with even a few basic French phrases is always appreciated and can make the interaction smoother.

The ease with which "1664" is understood highlights its success in becoming a household name, or at least a very common bar-stool name, in France. It’s a testament to consistent branding and product quality that a numerical identifier has become such a powerful and widely recognized term.

The Global Reach of Kronenbourg 1664 and its Naming Convention

Kronenbourg 1664 is not just a French phenomenon; it enjoys significant international distribution. This global reach has further cemented the brand's identity and the common ways it is referred to around the world. The fact that "1664" has traveled so well is a key indicator of its branding success.

Key aspects of its global reach and naming:

Marketing Emphasis: In many international markets, Kronenbourg 1664 is explicitly marketed as a "premium French lager." This positioning leverages the association with French quality and sophistication. The full name, "Kronenbourg 1664," is often used in advertising to reinforce this identity.
Adaptability: While the brand name is generally consistent, the way consumers interact with it can vary. In some regions, "Kronenbourg" might be the primary identifier, with "1664" serving as a secondary descriptor. However, the number "1664" itself has a unique recall value that often transcends its geographical origin.
Brand Recognition Across Continents: You can find Kronenbourg 1664 in bars and supermarkets in Asia, North America, and other parts of Europe. The brand’s efforts to maintain a cohesive identity have ensured that the "1664" aspect is consistently present, even if the full name isn't always used.
The "1664 Blanc" Effect Globally: Similar to its impact in France, the global success of 1664 Blanc has also boosted the overall recognition of the "1664" brand. Many international consumers are introduced to the Kronenbourg family through the popular wheat beer.

It's important to acknowledge that the ownership of Kronenbourg has changed hands over the years, currently being part of the Carlsberg Group. However, the brand’s identity, particularly the "1664" element, has been carefully preserved and nurtured. This continuity is vital for maintaining global brand recognition.

From my travels and conversations with fellow beer enthusiasts worldwide, it’s clear that while "Kronenbourg 1664" is the official name, the "1664" part has a remarkable ability to stand on its own. It’s a numerical signature that is instantly recognizable to many beer drinkers, signifying a particular taste and a certain perceived quality, often linked to its French origins.

Frequently Asked Questions About "1664 Beer"

Let's address some common questions people might have about what the French call 1664 beer, and related topics. This section aims to provide clear, detailed answers that expand on the information already presented.

How is Kronenbourg 1664 pronounced in French?

The pronunciation of "Kronenbourg 1664" in French is as follows:

Kronenbourg: Pronounced roughly as "KRO-nen-boor." The "en" sounds are nasalized, similar to the "an" in "want" but more subtle. The "ou" sound at the end is like the "oo" in "moon."
1664: This is where it gets interesting. While a French speaker might say the numbers individually, it’s more common and natural in the context of the brand name to simply say the number as a whole, or "mille six cent soixante-quatre" (one thousand six hundred sixty-four) if they are being very formal or spelling it out. However, in casual conversation, the number is often just treated as "1664" as we would pronounce it in English, or the French might say "seize cent soixante-quatre" (sixteen hundred sixty-four), which is a more compact way of saying it.

So, in practice, when ordering, a French person would likely say something close to: "Je voudrais une Kronenbourg seize cent soixante-quatre," or more commonly, "Je voudrais une mille six cent soixante-quatre." However, the most common and widely understood way, as discussed throughout the article, is simply asking for "une 1664". The pronunciation of the number itself in that context is often less critical than the recognition of the numeral sequence.

It’s also worth noting that the "g" in "Kronenbourg" is pronounced, and the final "g" is silent, as is common in French words of Germanic origin.

Why is the number "1664" so important to the beer's identity?

The importance of the number "1664" is deeply rooted in the brand’s strategy to leverage its historical legacy. Here’s why it’s so critical:

Historical Authenticity: The year 1664 marks the founding of the Hatt Brewery in Strasbourg, the precursor to Kronenbourg. By prominently featuring this year, the brand immediately signals a long and established history. In a market like France, which cherishes its heritage, this is a significant advantage. It suggests a time-tested brewing process and a commitment to tradition.
Brand Differentiation: In the crowded beer market, a unique numerical identifier helps Kronenbourg stand out. It’s more distinctive than many descriptive or abstract brand names. This numerical focus makes the brand memorable and easily recognizable, even across different languages and cultures.
Premium Positioning: The association of age with quality is a common marketing tactic for premium products. By emphasizing its founding year, Kronenbourg 1664 positions itself as a beer of substance and refinement, a step above more generic lagers. It evokes an image of artisanal craftsmanship and a rich brewing tradition.
Simplicity and Memorability: The number "1664" is simple, concise, and easy to remember. This makes it an effective shorthand for the brand. As we've seen, it has become so ingrained that it's often used as the primary way to refer to the beer, even by French consumers.
Foundation for Variants: The "1664" serves as a strong, recognizable base for product line extensions, such as "1664 Blanc" and "1664 Rosé." This allows the brand to introduce new products while still benefiting from the established recognition and positive associations of the core name.

In essence, "1664" is not just a number; it's a brand cornerstone. It encapsulates history, quality, and distinctiveness, making it a powerful tool in the brand's enduring appeal.

Is Kronenbourg 1664 considered a high-quality beer in France?

Yes, Kronenbourg 1664 is generally considered a respectable and popular beer in France, often occupying a space in the mid-to-upper tier of accessible lagers. It’s not typically categorized as a craft beer or an artisanal microbrew, but it is widely seen as a step above basic mass-market lagers.

Here’s a breakdown of its perceived quality:

Widely Available and Trusted: Its extensive distribution means it’s a familiar and trusted choice for many French consumers. It’s a reliable option for social gatherings, meals, and casual enjoyment.
Premium Image: The branding, particularly the "1664" designation and its association with French culture, contributes to an image of a somewhat more refined lager. It’s often chosen for its smooth taste and pleasant drinking experience.
Comparison to Competitors: Within France, it competes with other large-scale lagers and wheat beers. While local craft breweries are gaining popularity, Kronenbourg 1664 maintains a strong market presence due to its brand equity and consistent quality.
The "1664 Blanc" Factor: The success of 1664 Blanc has undoubtedly elevated the perception of the overall Kronenbourg 1664 brand. This refreshing wheat beer is highly regarded for its flavor profile, and its popularity often rubs off on the classic lager.

It's important to note that "quality" can be subjective. Enthusiasts of complex, hoppy, or barrel-aged beers might find Kronenbourg 1664 to be too light or standard. However, for the average consumer looking for a well-made, enjoyable, and quintessentially French-feeling beer, 1664 is a solid and respected choice.

What is the difference between "Kronenbourg" and "Kronenbourg 1664"?

Essentially, "Kronenbourg 1664" is a specific product line and brand under the larger Kronenbourg brewery. The brewery itself has a long history, originally founded as the Hatt Brewery in 1664.

The name "Kronenbourg" became associated with the brewery later. When the company decided to launch a flagship beer designed to evoke its heritage and position itself as a premium lager, they chose the name Kronenbourg 1664. The "1664" was added specifically to highlight the founding year.

So, in summary:

Kronenbourg: Refers to the brewery as a whole, its history, and potentially a broader range of products it may have produced or might produce.
Kronenbourg 1664: Refers to the specific, iconic beer brand that is most recognized internationally. This includes the classic lager and its popular variants like Blanc and Rosé.

While sometimes people might shorten "Kronenbourg 1664" to just "Kronenbourg" in casual conversation, the "1664" is a critical part of the brand's identity and is what distinguishes this particular popular beer. The number itself has become so synonymous with the product that it's often used as the primary identifier.

Are there any other beers called "1664" that are not Kronenbourg?

Given the strong association of "1664" with Kronenbourg, it is highly unlikely that another major beer brand would use "1664" as its primary identifier in a way that would cause significant confusion, especially in France or major international markets. The name is too strongly protected by brand recognition and, likely, trademark laws.

While it’s theoretically possible for a very small, local brewery in a different country to use "1664" in its name (perhaps referring to a local historical event), it would not have the same global recognition or be confused with the popular French beer. For all practical purposes, when people refer to "1664 beer," they are unequivocally talking about Kronenbourg 1664.

The success of Kronenbourg 1664 in making "1664" a widely recognized brand name means that any other product attempting to use that number would face an uphill battle for recognition and could be perceived as trying to capitalize on the established brand's equity.

Conclusion: The Enduring Power of "1664"

In conclusion, the answer to "What do the French call 1664 beer?" is primarily Kronenbourg 1664, and very often, simply "1664." This numerical shorthand has become so powerful that it often stands alone, instantly recognized by consumers. My exploration into its history, branding, and cultural significance reveals that this is no accident. The number "1664" is a deliberate and brilliant branding choice, evoking heritage, quality, and a distinctly French elegance.

From its origins in Strasbourg to its global presence today, Kronenbourg 1664 has successfully navigated the complexities of the beverage market by grounding itself in history while embracing modern appeal. The brand's ability to make a number an iconic identifier is a testament to its strategic marketing and the enduring appeal of its products, especially the classic lager and the wildly popular 1664 Blanc.

Whether you're in a bustling Parisian bistro or a quiet pub across the globe, asking for "a 1664" is a direct line to a beer that has cemented its place in the hearts and minds of drinkers worldwide. It’s a story of a beer that is more than just a drink; it’s a symbol of tradition, a touch of French flair, and a name that resonates across borders and cultures.