Grand Marnier targets men with Titanium7th 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.
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.