Grand Marnier launches a summer cocktail

by Gemma Charles Marketing 16-May-08, 13:50

LONDON - Grand Marnier hopes to increase its seasonality by launching a cocktail called the Grand Espirit, in which the liqueur is a main ingredient.

The seven-figure campaign, which is the brand's biggest ever UK marketing investment, will run in national newspaper weekend colour supplements during June and July backed with a support campaign in the Tesco and Sainsbury's magazines.

Written in a mix of French and English, the ads will showcase the Grand Espirit, which is a combination of English elderflower cordial and the French orange-flavoured liqueur.

Guillaume Villerabel, Marnier-Lapostolle area export manager for UK, Benelux & Russia, said: 'We believe we have created a new classic drink for the summer which will appeal to sophisticated consumers.

'Research shows they have no difficulty understanding the French text,' he added.

Grand Marnier will also run sampling at 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.