Cointreau celebrates cocktail culture with GTR push
Rémy Cointreau has unveiled a travel-exclusive collection for its namesake orange liqueur brand, which celebrates the cocktail culture of six different cities.
Titled the Cointreau Cocktail Cities Limited Edition Collection, the range features six different bottle designs specific to a city and cocktail.
Sydney and Melbourne airports have designs emblematic of their cities, with both featuring the Margarita, while Singapore showcases the Singapore Sling, London (Heathrow and Gatwick) highlights the Sidecar, Paris the Mimosa, and Dubai the Cosmopolitan.
The collection is ‘the perfect gift ‘ for Cointreau aficionados and cocktail enthusiasts, the brand said.
Alice Hoffmann, Rémy Cointreau’s marketing director for global travel retail, called the collection a “milestone” for the company in the travel retail space.
She explained: “As cocktail culture continues to diversify and thrive worldwide, we are excited to offer travelling consumers another exceptional collectible opportunity, and unlock new opportunities within the liqueur category.
“By creating fun, engaging experiences that centre a sense of place, we are once again enriching the travel journey and connecting consumers more deeply with the world of premium spirits.”
While Cognac sales for Rémy Cointreau are plummeting, liqueurs and spirits are faring better for the company, with Cointreau leading rises in Asia-Pacific (APAC).
This week the French firm named Franck Marilly as its new CEO, following Éric Vallat’s resignation in April.
Activations
Rémy Cointreau will be supporting the collection’s launch with ‘high-profile’ activations at the participating city’s airports, starting with Sydney until 30 June.
A pop-up is currently stationed in Sydney Airport’s Terminal 1 with ‘attention-grabbing’ visuals of Australian landmarks and symbols, such as the Sydney Harbour Bridge and koala bears, as well as tools and installations for customer engagement.
A ‘Magic Run’ game invites travellers to interact with cocktail suggestions and gives fun facts about the Cointreau brand, while central tasting bar offers consumers the chance to try a mixed Cointreau cocktail, while discovering the new limited edition bottle.
Travellers can also grab a personalised, original tote bag that can be customised instantly on-site with a selection of localised iron-on graphic stickers, a concept that the brand said ‘elevates’ the shopping experience.
Furthermore, in partnership with Mexican restaurant chain Hecho en Mexico, which has 20 venues across Sydney and Melbourne, Cointreau is also offering a ‘bounce-back’ promotion where travellers who purchase a Cointreau Cocktail Cities Sydney Edition are eligible to receive a complimentary Margarita at Hecho en Mexico’s domestic Sydney bar.
Last month, in another move to enforce its position as a cornerstone in the world of cocktails, Cointreau created a collection of citrus distillates for ‘bartenders looking to elevate their craft’.
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