AUSTRALIA. French drinks house Rémy Cointreau has rolled out its destination-themed Cocktail Cities Limited Edition Collection, exclusively in travel retail.
The launch is highlighted by a high-profile campaign at airports, including Sydney (Heinemann); Melbourne and Singapore (Lotte Duty Free); Paris (Lagardère); Gatwick North and London Heathrow (Avolta); and Dubai (Dubai Duty Free).
Showcasing Rémy Cointreau’s role as a pioneer in contemporary cocktail culture, the campaign amplifies the brand’s presence in the channel while promoting the collection as a recommended gift for cocktail enthusiasts.
Known for its vibrant orange flavour and premium quality, the Cointreau L’Unique Liqueur has become a popular choice in global cocktail culture since it was introduced in 1885.
The Cocktail Cities Limited Edition offers travellers a fresh look at Cointreau’s craftsmanship. With over 500 cocktail recipes, including the Original Margarita, its blend of sweet and bitter orange peels is a key ingredient to many of the world’s most popular cocktails.
Distinctive city symbols are integrated into the bottles, with Cointreau’s signature orange motif.
Integrating brand storytelling with a distinctive sense of place, the city-themed designs each celebrate a classic cocktail that highlights Cointreau’s versatility. The collection features London’s Sidecar, Sydney and Melbourne’s Margarita, the Singapore Sling, Paris’ Mimosa and Dubai’s Cosmopolitan.
City-inspired cocktails
The brand experience made its debut in Sydney Airport Terminal 1 Departures, running from 8 May to 30 June. The pop-up’s striking design aims to attract foot traffic, while interactive features encourage travellers to engage deeply with the brand.
Wrapped in Rémy Cointreau’s signature orange, the pop-up draws on distinctive Australian imagery, such as surfboards, koalas and the Sydney Harbour Bridge.
Complementing the main activation are high-impact placements in key airport locations, including gondola headers and retailer screens, maximising exposure to passengers.
Enhancing the journey, the pop-up offers a central tasting bar that invites consumers to enjoy a crafted Cointreau cocktail and discover the new limited-edition bottle.
A digital Marble Run game adds an element of fun, while serving up a variety of cocktail suggestions and sharing engaging brand stories and drink origins.
To boost conversion and engagement, the activation offers spend-based rewards, such as drink recipe cards and exclusive GWPs.
Travel tote bag gifts for shoppers can be personalised on site using local-themed iron-on graphic stickers, emphasising the activation’s sense of place.
Cointreau has also partnered with Mexican chain Hecho en Mexico for a bounce-back promotion across 20 Sydney and Melbourne venues, highlighted via floor decals and bottle neck hangers. The deal allows customers to redeem a free Margarita at the Sydney bar when purchasing the Sydney Edition Cocktail Cities bottle.
Rémy Cointreau Marketing Director Global Travel Retail Alice Hoffmann said, “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.
“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.” ✈
