Cointreau taps into ‘year-round demand’ for Spritz
Orange liqueur brand Cointreau has entered the ready-to-serve (RTS) market with a line of flavour-forward sparkling cocktails designed for ‘effortless’ daytime sipping.
The Cointreau Citrus Spritz range combines Cointreau with French white wine and natural citrus flavours, and has debuted with two variations: Orange & Blood Orange, and Lemon & Lime.
Speaking to The Spirits Business, Nicolas Beckers, president and CEO of Rémy Cointreau Americas, explained why now was the right time for the brand to launch the range: “Convenience continues to shape consumer choice, with the ready-to-serve category growing by 15% over the last year and by 16% over the last quarter, along with demand for elevated, quality cocktail options. Cointreau Citrus Spritz was designed to meet this growing demand, bringing the iconic Cointreau citrus flavour and brand’s cocktail expertise into a sparkling, shareable format. It offers consumers another way to enjoy a premium cocktail beyond the bar and is perfect for group sharing moments like brunch, rooftops, and picnics.”
He added: “With Cointreau already at the heart of hundreds of popular cocktails, including the original Margarita and the Cosmopolitan, this new Citrus Spritz innovation is a natural next step in showcasing the brand’s versatility and delivering a premium cocktail experience to share with others.”
Despite Spritz cocktails typically finding popularity in the warmer summer months, Beckers explained that the early-autumn launch of the range was chosen to tap into the call for more convenient and lower-ABV options year-round.
“Consumer choice and preferences continue to evolve in the market. Given the growing demand for convenience, flavour and lower-ABV offerings, the Cointreau Citrus Spritz RTS range was a great choice for a debut into the category here in the US.
“Cointreau Citrus Spritz is available in a 750ml bottle with resealable screw cap and bottled at 10.5% ABV, and is a versatile option for group sharing occasions and any celebration all year long.”
Beckers noted that the brand’s “rich expertise in the citrus space” led to the development of this “delicious flavour-forward proposition”.
“Consumer testing confirmed exceptionally strong appeal and purchase intent [on the two launch expressions], validating these as the right flavours to lead our entry into the category.”
Clémence Gallet, global Cointreau executive director, added: “Our goal was to bring a touch of cocktail bar elegance to your everyday moments, offering a beverage that tastes truly exceptional, yet remains effortless to enjoy in a convenient ready-to-serve format. We listened carefully, and crafted something that enhances any occasion, year-round. Cointreau Citrus Spritz is precisely that harmonious mix, and we can’t wait for consumers to try it.”
Cointreau Citrus Spritz is now available in select regional US markets, including California, Texas, Florida, Michigan, New York, New Jersey, Illinois, Massachusetts, and Connecticut, with wider availability planned for 2026. Beckers did not confirm any plans to distribute the range globally.
Availability will vary by state and retailer. Cointreau Citrus Spritz is priced at US$19.99 per 750ml bottle.
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