UK: Grand Marnier unveils after dinner campaign
Grand Marnier is to launch a new marketing campaign in the UK, designed to encourage consumers to add the Cognac and orange liqueur to their after dinner coffees.
Grand Marnier said today (14 August) it would launch the on-trade campaign in the country this autumn, focusing attention on the 'Grand Café': a 25ml serving of the orange-flavoured liqueur added to coffee and topped with a cream float.
It said the move, to be targeted at "discerning sociable epicureans" aged 30 and over, was part of a plan to reduce the brand's reliance on Christmas, which accounts for 40% of its sales. Grand cafe will be the brand's winter drink, while a cocktail named Grand Esprit will take centre stage in the summer, it said.
Nicki Daw, Grand Marnier marketing manager, said: "Liqueur coffees are a massive market in the UK which Grand Marnier has yet to tap into.
Sales at Grand Marnier's French owner, Marnier-Lapostolle, fell 10% to EUR57.6m (US$89.6m) in the first half of 2008, the company said last month.
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