Liberty lists first spirit brand

Department store Liberty of London has listed Cointreau as its first ever spirit brand.

Liberty has listed Cointreau as its first spirit brand, and has live artists in its window to activate the product

The store, housed in its iconic “Tudor revival” building off London’s Regent Street, is also participating in the brand’s Cointreau Creative Crew initiative by featuring live artists in its window.

Work created by the artists will be sold in the programme’s fundraising auction next year.

The listing started in October and is understood to be “ongoing”.

Eleonore Moreau, marketing director at Rémy Cointreau UK, described the partnership between Cointreau and Liberty as an “artistic” and “long term” partnership, adding that there are “beautiful things coming” following the initial activation.

“We want to bring Cointreau to a new generation… [The Liberty partnership] is the perfect way to bring a new generation to Cointreau.”

Moreau added that there would be scope to expand the Liberty partnership model to other markets. “It’s a natural relationship between brands”.

Yesterday Rémy Cointreau officially launched its Cointreau Creative Crew initiative, fronted by actress and model Laetitia Casta.