Grand Marnier targets men with Titanium

7th August, 2013 by Lucy Shaw

Marnier Lapostolle has released a zero sugar variant of Grand Marnier onto the market targeted specifically at African American men.

GM Titanium

The next big club drink? GM Titanium

Using Cognac as a base, GM Titanium blends tropical orange essence, Asian citrus fruit calamansi and spices.

According to its makers, the lack of sugar allows the spirit’s “bold” spicy aroma to “take centre stage” on the palate.

Staying true to Grand Marnier’s traditional shape, the bottle has been given a modern makeover through its painted glass metallic packaging featuring a silkscreened red and white label that glows in nightclub lighting.

“Grand Marnier is traditionally a feminine drink so it was time to offer something specific for men and the zero sugar angle provides a point of difference,” seventh generation family member and CEO of Pedigree Spirits, Charles de Bournet Marnier Lapostolle told the drinks business.

“With its masculine name and metallic-looking bottle, we’re targeting the hip hop community and more specifically African American men, who are one of the biggest drinkers of Cognac as a demographic,” he added.

With GM Titanium, Marnier Lapostolle aims to provide a “meaningful, upscale alternative” to traditional Cognac offerings.

“The flavour is complex and impactful, but not overwhelming, making it enjoyable neat, on the rocks or in both simple and complex cocktails,” said president of Marnier Lapostolle Inc., Alexandra Marnier Lapostolle.

The brand is being launched in Washington DC, Los Angeles, Chicago and Florida this month with an RRP of US$44.99 for a 750ml bottle.

Marnier Lapostolle also recently released an ultra-premium pisco, Kappa, onto the market made from Muscat grapes grown in the Elqui Valley in Chile.

2 Responses to “Grand Marnier targets men with Titanium”

  1. Jose says:

    Hola soy de Argentina y estoy interesado en adquirir 4 botellas de cognac grand marnier GM TITANIUM para consume personal.

  2. T. Miguel says:

    Yuck!
    As a lover of Grand Marnier for over 20 years, I expected something wonderful in Titanium, but was greatly UNDERWHELMED.
    First, the labeling was NOT clear that there is NO SUGAR
    Second, it was not clear it’s made with pepper and anise
    Third, the cognag tastes, well, it tastes bland (by the way, where’d the ORANGES GO??)
    The overall experience not only makes me want my $$$ back, I want to go brush my teeth to get the taste gone.
    GM… How could you do this to us?

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