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UK: Grand Esprit spearheads Grand Marnier campaign

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Societe des Produits Marnier-Lapostolle has unveiled a UK in-store and consumer marketing campaign for its Grand Marnier liqueur brand.

The French spirits group said today (6 June) that the "seven-figure" promotional push, which is based around the Grand Esprit summer cocktail, includes a bottle neck reader offer on 50cl Grand Marnier for a special price Grand Esprit cocktail set including cocktail pitcher, bottlegreen elderflower cordial, stirrer and recipe card

The marketing programme, which runs to the end of August, includes a summer press campaign in consumer lifestyle and retail media, and on-trade promotion with pubs and bars and wholesalers.

A joint promotion will run with Bottlegreen elderflower cordial, while distribution specialist Cellar Trends, which represents Grand Marnier in the UK, is conducting a trade selling-in programme to complement consumer sampling.

Wide ranging sampling at pubs and bars in the south-east of the UK, and at consumer events such as the BBC Good Food Summer Festival (11-15 June) and Taste of London (21-24 June) will, the company claimed, introduce the Grand Esprit to a minimum of 100,000 consumers.


Sectors: Spirits

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