Grand Marnier 2019 campaign aims to further drive its connection with dramatic performance
Grand Marnier’s partnership with Secret London & Fever presents the classic French liqueur as the perfect before, during and after theatre cocktail
London XX March 2019 – Grand Marnier, the iconic French liqueur, has announced a new partnership with Secret London, to celebrate London’s theatre scene on a newly created editorial section and provide select theatres across London with Grand Marnier cocktails to enjoy before, during and after theatre performances. The partnership marks the beginning of a series of tactics throughout 2019 that will see Grand Marnier elevate cocktail experiences inspired by dramatic performances.
Grand Marnier has a long association with performance. It was created in 1880 by Louis-Alexandre Marnier Lapostolle, whose audacious idea to blend cognac with bitter orange liqueur disrupted the status quo. Created during the Belle Époque era, a period of cultural exuberance, where daring dramatic art was championed and out of the box thinking encouraged, making Grand Marnier the perfect drink to enjoy during a night out at the theatre.
With alchemy and drama at its heart, Grand Marnier aims to elevate cultural experiences by blending art and performance with classic cocktails. The focus on pre and post theatre drinking occasions comes after the brand held a series of successful dramatic brand activations in-bars, with events held at both The Mandrake Hotel and Oriole bar, a success that the brand is looking to continue into 2019.
The partnership will see prominent theatres across London elevate the regular theatre drinking experience, with dedicated Grand Marnier menus offering cocktails such as the champagne based Grand 75, an eccentric twist on the classic French 75. The enterprise has already been extended for the whole of 2019, due to high demand and interest from theatres.
The brand chose to partner with Secret London, thanks to the platform’s connections with London’s theatreland and dedicated subscriber base. The partnership has already secured some of the city’s top theatres with The Old Vic, The Park Theatre, Pleasance Theatre, The Donmar Warehouse, The Peacock and The Almeida already providing Grand Marnier cocktails. Others will be coming on board in the coming months.
Nick Williamson, Marketing Director, Campari UK says “Grand Marnier’s connection to the Belle Époque era makes it the perfect drink to enjoy both pre and post theatre, with a Grand Marnier cocktail, adding a sense of drama to the occasion. After the successes of 2018 we are looking forward to creating more performance related activations and using the partnership with Secret London to offer this to theatre-goers across London.”