Grand Marnier is a one-of-a-kind twist to Cognac created in a French palace
From its iconic bottle reminiscent of the traditional copper Cognac still, down to its nostalgic wax seal stamp, the crossing of its ribbon and detailed labelling - every inch of Grand Marnier speaks of its three complementary qualities: audacity, character and elegance. Combining the complexity of carefully selected cognacs with the essence of sundried peels of Citrus bigaradia, a one-of-a-kind bittersweet Caribbean orange variety, Grand Marnier makes everything a little more grandiose and festive.
"Making fine Cognacs is a mix of mystery and knowledge," says sixth-generation vintner Stéphane Marnier Lapostolle, supply chain director. "Our cellar master's natural senses, combined with our nearly 200-year-old family recipe, hold our secret to creating the perfect blend." The company was founded by Jean-Baptiste Lapostolle as a fruit distillery in 1827. Its namesake brand was created in 1880 by one of the firm's earliest trailblazers Louis-Alexandre Marnier Lapostolle, who dared to mix Cognac's nobility with an exotic orange variant. Legend has it that famed hotelier and a good friend of Marnier Lapostolle, César Ritz, was so taken with the liqueur - first known as Curaçao Marnier - that he suggested renaming it Grand Marnier - "a grand name for a grand liqueur," Ritz was reputed to have said.
"The maturation period is a critical process to produce cognacs with full breadth and complexity of flavours, and our cognacs are slow-aged in specially made oak barrels," Stéphane Marnier Lapostolle says. "The precise moment the Cognac is ready to unite with the essence of Citrus bigaradia - known for its high concentration of natural oils and intense flavour - marks the beginning of new creations and surprising flavour combinations."
Present in more than 160 countries, Grand Marnier is part of gastronomic and drinks cultures worldwide. While bartenders in China, Canada and the United States use Grand Marnier to upgrade cocktails and long drinks, top chefs in Japan and France have made it an essential ingredient to enhance contemporary and classic recipes. Grand Marnier is a mainstay in France's standard dessert fare crêpe suzette.
Nearly 90 per cent of the company's turnover is generated by export sales. Its flagship brand Cordon Rouge makes up 80 per cent of its product volume, while the rest consist of cuvées and other spirits. To stir up Asia's brown spirits market, the company will boost the development of its cuvée collection of XO Cognacs and Cognac blends - Cuvée du Centenaire and Quintessence - this year. Already available in China on a limited scale, Cuvée du Centenaire was launched in 1927 to commemorate the firm's centennial anniversary, while Quintessence contains Cognac dating back to 1906. "I think the Asian market is ready for our cuvées. We offer an exceptional brand that adds some Parisian charm to a moment," says chief operating officer Tom van Lambaart. To bolster its regional foothold, the company created a strong route to market through powerful regional distributors that supply venues, from casual bars to top hotels and restaurants in Hong Kong and on the mainland, where it also creates special gift packages for Chinese holidays.
"The growth of Grand Marnier in Asia exceeds that of all other imported spirits brands, while its vibrancy is further enhanced through collaboration with chains like Häagen-Dazs in China and 85° Café in Taiwan," van Lambaart says. He sees tremendous opportunities to continue the company's rapid expansion.
In line with its regional growth strategies, Grand Marnier recently launched a digital platform, including a Grand Marnier WeChat account for bartenders and consumers, and promotions on key e-commerce sites in China such as Amazon, JD and Yihaodian.
"Those who love Cognac will definitely be delighted by the smoothness of this great 'French classic'," van Lambaart says. "Stepping out of the box and creating something exceptional - this is the essence of Grand Marnier's spirit."
http://www.grand-marnier.com
