A seven-figure consumer and trade promotional campaign for Grand Marnier focuses on a new summer cocktail called the Grand Esprit, created by award-winning mixologist Jamie MacDonald.
Supported with above and below the line budgets, the Grand Esprit targets upscale consumers in the 30-55 year age group. Wide scale sampling at pubs and bars in the South East and at major consumer events such as the BBC Good Food Summer Festival and the Taste of London seeks to introduce the Grand Esprit to a minimum of 100,000 consumers.
The brand experience programme has been created by the leading experiential marketing agency RPM which will run the two events as well as follow up marketing activity with major wholesalers
The programme also includes an above line campaign in consumer lifestyle media supported with a PR programme from Voice PR.
Distribution specialist Cellar Trends, which represents Grand Marnier in the UK, will conduct a trade selling in programme to complement consumer sampling.
The Grand Esprit is the spearhead for the Grand Marnier promotional programme in the UK. Marrying Grand Marnier Cordon Rouge with elderflower cordial and soda water, the summer cocktail is a sophisticated and satisfying summer drink.
In creating the Grand Esprit, Jamie MacDonald, one of the UK's leading mixologists, has created a modern retro cooler which is a twist on a classic summer drink – light, floral, refreshing and sophisticated.
The Grand Esprit promises to become a classic summer drink for entertaining at home, for glamorous picnics, midsummer balls, or to add a personal treat for guests at lunch in the garden or at a summer barbecue.
Ben Pick, Cellar Trends promotional manager for Grand Marnier said: “Jamie has created a fantastic summer cocktail that tastes great and is easy to make. Pubs and bars will find it a profitable addition to their drinks menus.”
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