Exclusive: Rémy Cointreau Backs The Botanist With Super Bowl SpotFebruary 8, 2022
Rémy Cointreau USA made a splash last year by advertising its Cointreau liqueur label in the Super Bowl in a campaign aimed at raising awareness of both the brand and the challenges faced by the on-premise amid the pandemic. The company is back at it again this year, opting to launch its first TV advertising behind The Botanist Islay Dry Gin in this year’s big game. Here’s a short teaser.
“We believe that The Botanist can be the leader of the ultra-premium gin category,” Rémy Cointreau USA president and CEO Ian McLernon told SND. “We’re excited for the major investment for the brand. We believe it will help achieve our ambition to double the scale of this brand over the next 12 to 18 months.” According to Impact Databank, The Botanist, which retails at $40 a 750-ml., reached 63,000 cases in the U.S. last year on an increase of 32%.
Titled “The Spirit of Community,” the 30-second Super Bowl spot focuses on The Botanist’s home base at Scotland’s Bruichladdich distillery on the island of Islay, which is B Corp certified and is the largest private employer on the island. “Consumers want to understand where a brand comes from. They want to understand the purpose of the brand and the people behind it,” McLernon explained. “You’ll see that in the ad spot itself. That sense of community is at the heart of what The Botanist and Bruichladdich are about.”
The campaign spend wasn’t disclosed, but 30-second Super Bowl spots have been running as high as $6.5 million apiece this year. McLernon noted that this year’s ad will have a wider reach than last year’s effort behind Cointreau, running in 17 TV markets across the country.
Along with driving interest in The Botanist brand, Rémy is also aiming to support the on-premise through the campaign, which includes a social advocacy component urging consumers to back new rescue efforts for the on-premise. Especially important, McLernon said, is the Independent Restaurant Coalition’s push for another round of funding for the Restaurant Revitalization Fund, which received $28.6 billion as part of last year’s American Rescue Plan Act. A current proposal in Congress, the Restaurant Revitalization Fund Replenishment Act, would add $60 billion to its coffers.
More than 90,000 on-premise outlets have closed since the beginning of the pandemic, and independent players in particular remain in need of support. “About a third of the people who applied the last time didn’t get the funding because the fund had been used up,” McLernon said. “There’s still an immense need in the on-premise to help them get back onto their feet.”Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.