Authenticity and Innovation
Cointreau, the successful combination of cocktails and glamour
All of the brand’s markets experienced growth, including the US, after two years of economic crisis. The work carried out over the past few months to re-establish the authenticity, history and positioning of Cointreau in the cocktail world led to the creation of the “Cointreau Academy”, which opened in September 2010.
Distributors, bartenders as well as French, Dutch, American and Chinese journalists have enjoyed the full experience of this unique liqueur, from the fastidious work represented by the selection of orange peel and the distillation right through to the sampling of famous cocktails: Margarita, Cosmopolitan, White lady, Sidecar, etc., not forgetting the Cointreau Teese, created by Dita Von Teese. Dita has been the brand’s ambassador for the last three years and has endorsed high added-value packaging for the Christmas and New Year’s celebrations. She also endorsed a limited edition “My Private Cointreau coffret”, a glamorous and elegant case for cocktail mixing equipment, presented and sold in the most prestigious boutiques in the world, and an object of much envy. Dita also beautifully presented the “Be Cointreauversial show” in New Orleans and in Sydney and launched the wonderful “Cointreaupolitan Party” in Greece, Italy, Spain and Sweden.
The opening of the first “Cointreau Privé”, a temporary cocktail bar, based on the 1920s, New York-style “speakeasy” bar, was held in Paris in the heart of Montmartre. Entirely decorated by Dita Von Teese and promoted through word-of-mouth, the “Cointreau Privé” shared its Cointreau liqueur and its cocktails among a privileged few in a refined atmosphere.
Beyond its historic markets, Cointreau strengthened its position in new regions, namely Australia and Russia. This year the brand conducted its largest tour of China to date, from Hong Kong to Beijing, via Shanghai, the highpoint of which was the opening of a “Cointreau Sky Bar” in the capital. This marked the first stage of future development in the biggest market in the world.
Mount Gay Rum, the best rum in the world
Mount Gay Rum is supported by a value strategy that makes “the Rum which invented Rum” the product of choice for barmen throughout the world.
This year, Mount Gay Rum benefited from the extraordinary success of the launch of Silver, an artisanal rum made from a rare sugar cane and the purest spring water with all the aromas and the character of Mount Gay Rum. This year, the brand saw double-digit growth in its country of origin, Barbados.
In other flagship markets, particularly Australia, New Zealand and Great Britain, Mount Gay Rum also had a very good year. The new range, from Eclipse to the precious 1703, in their new bottles, a work of visual identity that began two years ago, is available in all these markets, including the North American market.
With a score of 97/100 from the first Ultimate Spirits Challenge and an extremely rare 5-star rating from Paul Pacult in Spirit Journal, Mount Gay 1703 has been rewarded for the quality of its composition, created by Master Blender Allen Smith. Clearly, it is the best rum in the world.
The brand has strengthened its presence in the world of sailing by being a partner to famous regattas since 1984, namely Key West, Cowes Week, Sydney Hobart, etc. Mount Gay created an important digital platform for all the regatta-goers, “www.sailingspokenhere.com”. Users can share their passion, search for partners, comment on the regattas with experts and of course exchange ideas on recipes and ways to enjoy rum on this truly social network.
Passoã, pump your party!
In highly competitive market conditions, Passoã began an advertising campaign, Viva Passoã, using social networks, where promotional events and activities have been particularly successful, such as Facebook. During summer 2010, the brand capitalised on this campaign by launching the “Passoa Party Pump” a drinking fountain that makes up to eight different Passoa cocktails. This creation of a genuine service ritual established itself in bars as well as supermarkets.
The end of the year was marked by the launch of a limited edition “Viva Passoã”. A strong digital feed was also rolled out which led to success in key countries such as France, Belgium, The Netherlands, Denmark, Puerto Rico, Switzerland and Italy. 2010 was a great year for Passoã’s exposure.
Metaxa, winning over the East
The brand continued to suffer from difficult market conditions in Greece. Nevertheless, Metaxa saw renewed growth in its strategic Eastern European markets, in Germany, Austria and in the Czech Republic, followed by emerging markets with strong potential, namely Russia, Poland and the Baltic states where the brand has established itself for the long-term.
The advertising campaign “Touch the sun” increased the brand’s reputation and its exposure. This was accompanied by a strong on-trade activation and the “Sunball”, a symbolic innovation that brings the sun to the cocktail.
The brand’s move upmarket began with the precious elixir AEN and continued this year with the launch of Metaxa 12*, created by the Metaxa Cellar Master, Konstantinos Raptis. Presented in a refined bottle, Metaxa 12* has elegantly positioned itself in key markets, which have welcomed it warmly.
St-Rémy, international recognition for an authentic French brandy
St-Rémy brandy, the true essence of French terroir, is the leader in its category in Canada, Australia, New Zealand and Norway. St. Rémy also strengthened its position in Mexico and Nigeria, as well as in South-East Asia.
St-Rémy has an authentic recognised quality, and Martine Pain, the first lady Cellar Master in brandy and Cellar Master of St-Rémy for 15 years, has won numerous awards. The latest have been two gold medals for St-Rémy Authentic XO and 91/100 in the last Ultimate Spirits Challenge with the comment “Excellent, St-Rémy highly recommended”.
The brand is continuously seeking excellence and remains at the height of innovation. At the end of 2010, St-Rémy VSOP, followed by St-Rémy XO, were presented in simple and prized packaging on which the medals can be seen, as proof of its incomparable quality. The brand continues to grow. St-Rémy is, in fact, the world’s finest French Brandy.
Izarra, the Basque Country’s liqueur
At the beginning of 2011, the Group decided to give Izarra a new lease of life and, once again, to make it one of the leading local spirit brands.