THE QUESTIONS
How do we modernise our brand through a dynamic new serve strategy?
WHERE
London, UK
Paris, France
Ghent, Belgium
New York, USA
San Francisco, USA
Atlanta, USA
Toronto, CA
OUR APPROACH
Bringing new life to a heritage brand through a dynamic new drinks strategy.
Needing to modernise Grand Marnier’s image, Barfly recruited leading international mixologists from our global network to create a new cocktail strategy for the brand. Bartenders were specifically selected for their liqueur category expertise and creative credentials.
Over three weeks of intense creative development, our mixologists created a long list of cocktail concepts that were assessed by Campari Group and Barfly against very stringent criteria. The goal was to answer one critical question: which serve could revitalise Grand Marnier's international reputation?
A short list of five serves were tested around the world using Barfly’s popular Deep Dive approach. Bartenders mixed their shortlisted drinks live on camera, critiquing every element through a commercial and practical lens.
OUR IMPACTS
Grand Marnier’s ‘Grand Cocktails’ were launched 3 months later.
They remain a fundamental centrepiece of the brand’s strategy to grow volume and value. Grand Cocktails sit front and centre in much of the brand’s trade and consumer communication.
WE ONLY WORK WITH BRANDS WHO ARE SERIOUS ABOUT SHAPING DRINKS CULTURE
If you’re interested in candid conversations that challenge your brief so you’re creating something culturally significant, we’d love to talk.
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