Cointreau is bringing back its summer of margs activation with a nationwide campaign focusing incremental margarita occasions across the UK.
The campaign will be brought to life through a social and digital programme fronted by actress, Aubrey Plaza.
Central to the campaign is a focus on education designed to build consumer confidence in creating popular and premium cocktails at home, while also supporting consistent execution in the on-trade.
Activity will be supported by consumer and trade activation plan, including a branded Cointreau Margarita Bar at Taste of London and BST Hyde Park, alongside increased retail and on-trade visibility.
Marketing director, Nick Ganich, said: “We are seeing a clear shift towards at-home mixology, with consumers increasingly choosing higher-quality spirits and elevating their drinking occasions. Margaritas are right at the heart of this trend, as is Cointreau which is showing strong momentum driven by increased visibility, marketing support and growing consumer confidence in the serve.
“Over the past 12 months, Cointreau has continued to outperform the category, reinforcing its position as the number one triple sec for UK drinkers. Our focus now is to build on this moment and drive further category growth by making Margaritas more accessible than ever for at-home occasions.”
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