Cointreau Gets Makeover, Rolls Out New Campaign

Cointreau liqueur surpassed 450,000 cases in the U.S. last year on 9% growth, according to Impact Databank. Now the brand, which retails around $35, is debuting a new bottle design and a fresh campaign as it looks to extend the U.S. momentum it’s seen in recent years owing to the home mixology trend.

Among the design changes, Cointreau’s key ingredient—the orange—is given a prime spot on the new label, with the liqueur’s original distillery also depicted on the label and in the engraving. Made with two-thirds recycled glass, the new bottle also features a QR code giving consumers access to nearly 500 drink recipes. The brand is also launching a new “Cointreau Changes Everything” campaign.

“On Cointreau, we see a very good trend both on-premise and off-premise,” Remy Cointreau Americas CEO Nicolas Beckers recently told SND. “We’re focusing our campaign and programming around the Margarita and Cosmo cocktails. What it has done is show that Cointreau is an essential ingredient for the home bar.” Cointreau’s strong showing in the U.S. drove 10% growth for Remy Cointreau’s Liqueurs & Spirits division in the nine months through December.

Tagged : Cointreau, Remy Cointreau

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