Grand Marnier Targets a New Generation

Grand Marnier is a brand that most of us are familiar with, they’ve done an excellent job on brand recognition and marketing. But here’s the problem: just because you know of Grand Marnier, does it mean you’re drinking it? In fact, how many of you reading can say you’ve got Grand Marnier in your home bar? Do you even know how to use Grand Marnier? These are all questions the brand seems to be tackling head first with a dedicated look at the younger generation of cocktail enthusiasts.

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In an effort to create more buzz around Grand Marnier, and showcase the versatility of the liqueur, a grandiose tour was dreamt up with stops in Toronto, Montreal, Vancouver and Calgary. The concept revolved around secret pop-up speakeasy’s in each location, inviting that younger generation to experience an evening of style and sophistication around inventive Grand Marnier cocktails.

The hope is to build more excitement around the brand, make it more appealing to those who know it, but don’t use it. By offering a number of different cocktail options throughout the evening, the brand managed to showcase how unique Grand Marnier is, and how flexible it can be when it comes to cocktail styles.

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Cocktails from the event included one in particular that would be easy enough to recreate at home:

Watch Over Me

  • ½ oz Grand Marnier
  • ½ oz Wild Turkey Bourbon
  • ½ oz Lemon Juice
  • ½ dash Bittered Sling Clingstone Peach Bitters
  • 2 Rosemary Sprigs
  • 2 oz Cold Sparkling water

Add 1 sprig of rosemary and all remaining ingredients to cocktail shaker (omit sparking water). Add ice and shake hard. Open tin and gently pour sparkling water in to combine then double strain into a flute glass.

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