Brand owner Rémy Cointreau has unveiled its new Cointreau Cocktail Cities Limited Edition Collection – a Travel Retail-exclusive series that celebrates six iconic cocktails and destinations: Singapore, Melbourne, Sydney, Dubai, Paris and London.
The launch is being supported by a programme of high-profile airport activations designed to underline Cointreau’s leadership in modern cocktail culture, while amplifying brand visibility in the travel retail channel.
Since its creation in 1885, Cointreau L’Unique Liqueur has been a staple in cocktail culture worldwide, renowned for its vibrant orange flavour and superior quality. The Cointreau Cocktail Cities Limited Edition Collection continues this legacy, offering travellers a chance to discover – or rediscover – the art of mixology through the lens of Cointreau’s craftsmanship.
Cointreau’s expertise in the world of cocktails is unparalleled, with over 500 cocktail recipes to its name, including the Original Margarita. Its meticulous selection of sweet and bitter orange peels, and dedication to blending, has made it a cornerstone ingredient in some of the world’s most iconic cocktails.
Pictured: The Cointreau Cocktail Cities Collection Sydney Edition
The Cointreau Cocktail Cities Limited Edition Collection is available only in selected Travel Retail airport locations, across the six featured destinations, in partnership with key retailers. These are Sydney (Heinemann); Melbourne and Singapore (Lotte Duty Free); Paris (Lagardère); Gatwick North and London Heathrow (Avolta); and Dubai (Dubai Duty Free).
The perfect gift for Cointreau aficionados and cocktail enthusiasts, each bottle in the collection is a work of art, its glass etched with a fun, emblematic feature of the city it represents, intertwined with the signature Cointreau orange. Cleverly combining brand storytelling with a clear Sense of Place, the city-specific designs also showcase a classic ‘paired’ cocktail that highlights Cointreau’s versatility and timeless appeal. These are the Sidecar for London; the Margarita for Sydney and Melbourne; the Singapore Sling for Singapore; the Mimosa for Paris; and the Cosmopolitan for Dubai.
A celebration of iconic cities & signature cocktails
Pictured: the central Sydney Airport HPP installation
The first high-profile activation to support the launch of the Cointreau Cocktail Cities Limited Edition Collection is taking place at Sydney Airport Terminal 1 Departures from 8th May to 30th June. The prominent main pop-up site features colourful, eye-catching visuals designed to drive footfall. A variety of customer engagement tools encourage passengers to interact with the brand and enjoy an immersive and memorable experience.
The principal installation incorporates impactful orange merchandising that spotlights signature Australian design cues and landmarks, such as surfboards, cute koalas and the Sydney Harbour Bridge, to enhance a Sense of Place. This space is complemented by attention-grabbing placements at key locations elsewhere within the airport, including heads of gondolas and retailer screens, ensuring maximum exposure to travellers.
Pictured: The activation’s digital ‘Marble Run’ game
A central tasting bar invites consumers to enjoy a mixed Cointreau cocktail, while discovering the new limited-edition bottle. Gamification, in the form of a digital ‘Marble Run’ game, introduces a playful element while offering up a variety of cocktail suggestions, alongside fun facts about the Cointreau brand and the stories behind each featured cocktail.
To encourage conversion and drive engagement, complimentary cocktail recipe cards and a range of exclusive GWPs is available, dependent on spend. The highlight is a travel tote bag GWP that can be customised instantly on-site with a selection of localised iron-on graphic stickers, further emphasising the activation’s Sense of Place. This innovative ‘Pick & Mix’ concept allows travellers to create their own original, personalised travel bag, elevating the shopping experience.
Finally, in partnership with the Mexican chain Hecho en Mexico, which has 20 venues across Sydney and Melbourne, Cointreau is offering a unique ‘bounce-back’ promotion, highlighted via floor decals and bottle neck hangers. Travellers who purchase a Cointreau Cocktail Cities Sydney Edition are eligible to receive a complimentary Margarita at Hecho en Mexico’s domestic Sydney bar.
“The launch of our new Cointreau Cocktail Cities Limited Edition Collection marks yet another milestone for Rémy Cointreau Global Travel Retail – one that reflects the strength and depth of our valued collaborations with both our travel retail and our on-trade domestic partners,” commented Marketing Director Global Travel Retail Alice Hoffmann.
“As cocktail culture continues to diversify and thrive worldwide, we are excited to offer travelling consumers another exceptional collectible opportunity, and unlock new opportunities within the liqueur category. By creating fun, engaging experiences that centre a Sense of Place, we are once again enriching the travel journey and connecting consumers more deeply with the world of premium spirits.”
