Grand Marnier Extends U.S. Distribution Accord With Moët Hennessy USAJanuary 14, 2013
Moët Hennessy USA and Marnier-Lapostolle Inc. have extended their U.S. distribution agreement for Grand Marnier, continuing a partnership that dates back to 1995.
Moët Hennessy USA president and CEO Jim Clerkin, noting the long-term relationship between the two partners, said Moët Hennessy USA will work with Marnier-Lapostolle “to grow the Grand Marnier brand in the U.S., introduce new products and bring ‘La Vie Grand Marnier’ to life for consumers and the trade.”
It looks like 2013 will be a busy year for Grand Marnier as it nurtures three new products—GM Titanium, a double-distilled, clear, Cognac-based spirit targeted at urban millennial consumers; Louis Alex Bourbon Barrel, a new cuvée, double distilled with essence of orange and aged in Bourbon barrels; and Grand Marnier Raspberry Peach, a new flavor extension. Raspberry Peach follows the success of Grand Marnier Natural Cherry, which was released over the 2012 holiday period. Marnier Lapostolle Inc. president Alexandra Marnier Lapostolle said her company looked forward to Moët Hennessy “bringing their absolute commitment, passion and expertise” to the new launches.
“Both Grand Marnier and Moët Hennessy appreciate the importance of innovation in our industry,” said Clerkin. “We believe it brings excitement to our distributors, our retailers and ultimately our consumers. There’s no doubt that innovation has played a critical role over the last 10 years and will be every bit as important going forward. We’ve worked very closely with Alexandra Marnier Lapostolle and her teams both in France and New York in planning these innovations, and we believe they will prove to be very successful.”
Grand Marnier had 2011 depletions of 483,000 cases, up 2%, according to Impact Databank. In SymphonyIRI channels, it was up 4.6% for the 52-week period ending December 30, 2012. Moët Hennessy USA wouldn’t comment on the length of the new distribution contract, except to say that it extends the relationship “well into the future.”
Marnier-Lapostolle Inc.’s portfolio also includes Kappa Pisco and the Lapostolle and Chateau de Sancerre wine labels. In May of last year, Lapostolle and Chateau de Sancerre moved from Moët Hennessy USA to Terlato Wines. At the time, both Moët Hennessy USA and Marnier Lapostolle emphasized the strength of their partnership on Grand Marnier—pledges which appear to have been borne out by this recent accord.