Bottlegreen and Grand Marnier team up with new cocktail

Spearheading the campaign will be The Grand Esprit, a new summer cocktail that marries Grand Marnier Cordon Rouge with bottlegreen elderflower cordial and soda water, created jointly by Grand Marnier and award-winning mixologist Jamie MacDonald.

The partnership between these two premium brands will look to drive exposure within the key target market of upscale 30-55 year old consumers through a range of advertising, experiential, digital, direct mail, PR and in-store activities.

The two companies will be working in conjunction with one another to ensure maximum exposure is achieved for both brands through this twist on a classic summer drink.

Grand Marnier is rolling out a national and consumer print advertising campaign to support the launch of this new cocktail, targeting titles such as Tesco, Sainsbury's Magazine, The Sunday Times and The Daily Mail throughout the summer. A specially designed microsite will also be introduced featuring online promotions, while all marketing literature will endorse both brand names including recipes cards and bar menus.

Further awareness will be driven by in-store retail promotions through neck collars on Grand Marnier bottles, sampling at key on-trade industry events and at consumer shows such as Taste of London, BBC Good Food Show and the Hurlingham Fortis Tennis Challenge, at which bottlegreen is one of the main sponsors. Over 100,000 consumers will be reached through this sampling activity, with plans for further joint activity between the two brands to follow later in the year.

Andrew Mallinson, Marketing Director for bottlegreen, is delighted to be working with Grand Marnier: "Our partnership with Grand Marnier and the Grand Esprit cocktail is the perfect marketing marriage. As premium brands within our respective categories, bottlegreen and Grand Marnier share very similar brand values and target audiences. By partnering with Grand Marnier we can introduce new consumers to the bottlegreen brand and to our Elderflower Cordial, whilst providing consumers with a delicious alternative way of consuming the product. The partnership is mutually beneficial and will help both brands to grow its consumer franchise over this key summer period."

Ben Pick, Cellar Trends promotion manager for Grand Marnier is equally happy to have bottlegreen on board: "bottlegreen Elderflower Cordial is the perfect example of sophisticated English summertime drinking and complements the French sophistication of cognac and orange that is Grand Marnier exceptionally well. We are pleased to have bottlegreen involved and look forward to a fruitful Grand Esprit Summer campaign."

Synonymous with its award-winning Elderflower Cordial, bottlegreen is the leading premium adult cordial producer in the UK with a 23% share of the cordial market. Its clean, intense floral aromas were the preferred choice by Grand Marnier who experimented with a variety of different cordial brands during the development stages of the drink.