Cointreau is investing in a major summer campaign designed to capitalise on the continued rise of margarita consumption and drive incremental occasions across the UK. The return of its Summer of Margs platform will be led by a new ‘MargaRight’ media campaign starring Aubrey Plaza, spanning social and digital media, festivals, retail activations and on-trade partnerships.
Launching this May, Cointreau, the UK’s No.1 triple sec1, is positioning the activity to tap into growing consumer demand for premium at-home cocktails, while reinforcing a simple message built around consistency and quality: there’s only one way to make a Margarita MargaRight – with Cointreau + tequila + fresh lime juice.
A key focus of the campaign is education, aimed at building confidence among consumers to recreate high-quality cocktails at home, while also supporting the on-trade in delivering consistent margarita serves as the category continues to grow.
The activation will be supported by a broad consumer and trade programme, including a branded Cointreau Margarita Bar at Taste of London and BST Hyde Park, alongside increased visibility across both retail and on-trade channels.
“We are seeing a clear shift towards at-home mixology, with consumers increasingly choosing higher-quality spirits and elevating their drinking occasions,” said Nick Ganich, Marketing Director. “Margaritas are right at the heart of this trend, as is Cointreau which is showing strong momentum driven by increased visibility, marketing support and growing consumer confidence in the serve.
“Over the past 12 months, Cointreau has continued to outperform the category, reinforcing its position as the number one triple sec for UK drinkers. Our focus now is to build on this moment and drive further category growth by making Margaritas more accessible than ever for at-home occasions.”
With margarita occasions continuing to expand, the ‘MargaRight’ platform places Cointreau firmly at the centre of one of the UK’s most dynamic cocktail trends, offering the trade a clear proposition to drive engagement, premiumisation and incremental sales through the summer trading period.
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