Rémy Cointreau inks Italy deal with MolinariBy Amy Hopkins
Rémy Cointreau has appointed Molinari as its distributor for the Italian market, at the same time as launching a new global marketing push for its namesake orange liqueur.
From 1 April, sambuca maker Molinari will distribute the French drinks group’s portfolio of brands, including Rémy Martin and Louis XIII Cognacs, Cointreau liqueur, Bruichladdich Scotch, The Botanist gin, Mount Gay rum and Metaxa Greek spirit.
The agreement is part of Molinari’s strategy to “further strengthen its position in the Italian market” by entering into new categories.
Mario Molinari, managing director of the family-owned company, said the deal increases Molinari’s portfolio of “products with strong awareness, premium quality and solid tradition, which will allow us to expand our offer in high-growth premium categories”.
Molinari also distributes Gin MG, Tovaritch!, Xenta Absenta and Gambrinus. It owns and produces the Molinari sambuca and Limoncello di Capri liqueur brands.
Last week, Cointreau liqueur announced the launch of a global marketing campaign based on its new slogan: ‘The Art of the Mix’.
The campaign aims to express Cointreau’s “contagious, inclusive and chic” character through dance stills and videos.
“We are very proud of this new campaign, which highlights the duality of Cointreau,” said Jean-Denis Voin, CEO of liqueurs and spirits at Rémy Cointreau.
“Its extraordinary versatility makes it an incomparable cocktail base. But it also has the ability to create and intensify emotions, to transform moments of conviviality into magical ones.
“This campaign celebrates Cointreau’s presence in the heart of cocktails, while giving a breath of vigor and modernity to the brand.”
Alongside the campaign, Cointreau has unveiled a new graphic identity, complete with a “fresh” and “sharp” logo.