Rémy Mounts New Push To Fuel Momentum On Cointreau
October 3, 2023Rémy Cointreau is launching a new advertising campaign behind Cointreau, as the super-premium brand continues to rise in the U.S. market. The push continues the brand’s partnership with actress Aubrey Plaza for a line of ads centered on Cointreau ($35 a 750-ml.) and the Cosmopolitan cocktail. It comes as Cointreau continues to post solid gains in the U.S. this year, after rising 9% to over 450,000 cases last year, according to Impact Databank. For Rémy Cointreau’s full fiscal year ended in March, the liqueur contributed to a 19% boost for the company’s Liqueurs & Spirits division, whose sales reached $450 million for the year.
“The sales momentum on Cointreau has continued to be strong, and our dollar sales have grown nearly 6% versus last year, surpassing the growth of the total spirits and total cordials categories,” Nicolas Beckers, president and CEO, Rémy Cointreau Americas, told SND. “In addition to the growth in sales, Cointreau has continued to grow its market share in 2023, now amounting to a one-third dollar share of the total orange cordial sub-category,” he said.
The new ads—one debuting this month and another to follow shortly—aim to build on the success of the summer’s “MargaRight” campaign, and a redesign of Cointreau’s bottle earlier this year. “Our “MargaRight” campaign performed exceptionally well, garnering over 100 million views and extremely positive sentiment across social and earned channels,” Beckers said.
“Keep it Cosmo” emphasizes Cointreau’s role in cocktail culture with Plaza’s trademark wit while also providing consumers with an easy use for the liqueur. The campaign will run across a range of platforms and channels throughout the holiday season, including connected TV, digital, and social platforms, including Hulu, YouTube, Meta, and others.—Shane English
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