Grand Marnier cosies up to consumers

Written by Claire Weekes

Thursday, 14 August 2008

An audacious limited edition bottle of Grand Marnier Cordon Rouge is designed to create new consumer perceptions of the iconic orange and cognac brand.

‘Cosiness' is the theme as diva-like the naked shoulders of a Grand Marnier bottle emerge from an opulent red fur collar and nubuck coat adorned with a vibrant metal label. The warm tactile materials cry out to be touched, while the aromas of orange and cognac demand it be tasted.

The smooth and soft red coat is designed to be removed to reveal the elegant rounded bottle, so that Grand Marnier can be appreciated naked or dressed up.

Warmth, conviviality and tender sharing moments are conveyed by the new Limited Edition bottle which spearheads Grand Marnier's promotional campaign for Christmas when nearly 40% of Grand Marnier is consumed. The campaign also seeks to generate a new perception of the classic liqueur which can be drunk on ice, or as a fabulous festive aperitif cocktail, as well as a traditional digestif.

To celebrate the festive season, Grand Marnier has created a new cocktail,entitled simply ‘Cosy'. Like the Cosy bottle it can be dressed up in party clothes.
The recipe for Cosy is:
20ml Grand Marnier
30ml blood orange juice
90ml chilled champagne
Decoration: 2 table spoons granulated sugar
one tablespoon grenadine syrup
Method: Pour blood orange juice into ice cube trays
and freeze
Pour grenadine syrup into a saucer. Place sugar
in another saucer. Dip the rim of the champagne glass in the grenadine and then in the sugar.
Pour blood orange juice and champagne into the decorated glass and add two blood
orange ice cubes to serve

The 2008 Limited Edition Bottle is the sixth in the series. Over the years, the bottles have become eagerly sought after by collectors. Only one thousand of the new design will be available in the UK.

Nicki Daw, Grand Marnier Marketing Manager, says: "The sensual silhouette of the bottle takes us by surprise as it emerges from the red fur wrap. It reminds us of the timeless, luxurious associations of Grand Marnier and the places where we feel good - snug bars, cosy cabins, sinking deeply into an armchair with a glass of Grand Marnier and a special person."

The Grand Marnier Limited Edition bottle is always much in demand in top end hotel and style bars. The Cosy bottle will also be available from premium retailers priced at about £20 a bottle.

Grand Marnier is distributed in the UK by Cellar Trends. For all sales enquiries contact: This e-mail address is being protected from spambots, you need JavaScript enabled to view it . Website: www.cellartrends.co.uk