Impact Seminar Snapshot: Marnier Lapostolle Talks Innovation, New Launches

In a presentation entitled “Innovation in Wine & Spirits,” Grand Marnier vice chairman Alexandra Marnier Lapostolle announced a raft of upcoming product launches, unveiled exclusively at last week’s Impact Marketing Seminar. According to Marnier Lapostolle, the French drinks company, whose brands are handled in the U.S. market by Moët Hennessy USA, intends to “meet consumer needs with several new ultra-premium products,” including Grand Marnier Cherry, a limited-release cherry-infused offshoot of the group’s core liqueur brand. Created to tap the flavored spirits and natural fruit trends, Grand Marnier Cherry is set to launch in time for the 2012 holiday season.

Later this year, Grand Marnier will also introduce GM Titanium, a double-distilled, clear Cognac-based spirit targeted toward urban millennial consumers. Meanwhile, the group’s Lapostolle Wines portfolio will add a new red blend, Canto de Apalta—made with Carmenere, Merlot, Cabernet Sauvignon and Syrah—retailing at what Lapostolle called “an attractive price point.” The new offerings join Pisco Kappa ($34 a 750-ml.), a super-premium Pisco from Chile’s Elqui Valley, which launched late last year. According to Marnier Lapostolle, Kappa is beginning to gain significant on-trade traction. “The acceleration of the rate of innovation today, with the constant evolution of the web, 4G phones, tablets like the iPad and social networking, has definitely changed our way of working and of consuming,” said Marnier Lapostolle. “Innovation is an absolute necessity.”

Tagged : Grand Marnier, Moet Hennessy

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