Cointreau Maintains Double-Digit Pace As On-Premise Recovery StrengthensOctober 15, 2021
As bars and restaurants resume indoor seating and consumer confidence grows, brands that feature in cocktails are welcoming the return to normalcy. One such brand is Cointreau, which has long been a bar staple for its place in Margaritas and Cosmopolitans, among numerous other drinks.
Despite the closures of the past year and a half, Cointreau has gained speed over the course of the pandemic. It grew 15.3% last year to reach 345,000 cases in the U.S., earning Impact “Hot Brand” honors, and it has backed that up with 19% growth in control states in the year-to-date through August, making for some of its strongest growth in years.
Ian McLernon, president and CEO of Rémy Cointreau Americas, attributes that resilience to Cointreau’s versatility, noting that it’s included in over 500 cocktail recipes, as well as consumers’ embrace of home cocktailing during the pandemic. “Cocktail culture was one of the consumer shifts that we’ve seen from the on-premise to the off, but we now see it coming back into the on-premise,” he tells SND. “And we see both the on- and the off-premise performing quite well. The other trend that we see in cocktail culture is trading up.”
Earlier this year, Cointreau made a splash by advertising during the Super Bowl, in a multi-million-dollar push that invited consumers to write love letters to their favorite on-premise establishments. Today, the French liqueur is kicking off another initiative aimed at helping the on-premise, its second annual Cosmos For A Cause program, asking consumers to order Cosmopolitan cocktails at participating establishments. Cointreau will make a $100,000 donation to the Independent Restaurant Coalition (IRC) to support recovery from the pandemic. Republic National Distributing Company (RNDC) has signed on as a partner and will make a matching donation to the IRC.
“Cointreau as a brand has received a lot from the on-premise and from bartenders,” said McLernon. “And we wanted to give back in a way that mutually works for everybody in terms of helping build our brand awareness, but more importantly, helping our partners get back on their feet and get up and running.” The full list of bars and restaurants participating in Cosmos For a Cause is available at Cointreau’s website.—Danny SullivanSubscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.
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