- Grand Marnier’s new look sees its bottle label design modernised, with an injection of contemporary cues and a premium colour palette to stand out on shelf
- The design retains key elements of the bottle’s timeless legacy, including the iconic silhouette and the ‘Cordon Rouge’ red ribbon
- Grand Marnier seamlessly blends its rich heritage with a modern sophistication. With this evolution, its legacy of craftsmanship continues to thrive, cementing the liquid as a staple for cocktail lovers around the world
Grand Marnier, the audacious combination of cognac and orange liqueur, announces the latest evolution of its label design, which sees its iconic look infused with a modern twist. The refreshed bottle features a new palette of vibrant reds and subtle copper shades whilst retaining key elements of the brand’s timeless heritage such as the bottle’s silhouette and the ‘Cordon Rouge’ red ribbon. The evolved design stays true to Grand Marnier’s core ingredients: an elevated and balanced blend of cognac and orange liqueur, to be enjoyed on the rocks, neat, or in a stand-out cocktail – making the tasting experience truly ‘grand’.
This recent evolution, marks a new chapter for Grand Marnier with key design updates, including a streamlined front label with a lined pattern edge, a new iteration of the Grand Marnier coat of arms and a clear description of what the product stands for: cognac + orange liqueur. Grand Marnier’s Cognac base and zesty aroma elevates any drinking experience such as the Grand Margarita cocktail – a sophisticated twist on the classic, recorded by the IBA (International Bartender Association) as a perfect serve.
While the brand evolves, Grand Marnier continues to stay true to its essence. The distinctive bottle silhouette, inspired by the copper stills used in cognac production – the signature ‘alambic charentais’, remains unchanged. The quintessential ‘Cordon Rouge’ red ribbon reinforces its singular identity in the spirits world, while the wax seal remains, touched up with an updated graphic to further propel the brand’s luxurious appeal.
The restyling of the bottle also includes the following adaptations:
- The capsule has been updated, with red hues extending into the neck label featuring intricate foiling details and Louis-Alexandre Marnier-Lapostolle’s hand-written signature.
- The key brand message stands out firmly on pack, ‘made with cognac + orange liqueur’ – magnified to further cement top quality liquid credentials and provenance.
- A redesigned shipment box, ensuring standout presence in retail and hospitality spaces with the brand’s refreshed colour palette creating a cohesive brand world at every touchpoint.
Grand Marnier was born out of a widely unexpected mix of ingredients when Louis Alexandre Marnier-Lapostolle had the vision to blend an aged spirit, cognac, with orange – the ‘citrus bagaradia’. The recipe for Grand Marnier has remained unchanged since its clever inception in France in 1880 – making it an endlessly versatile and a timeless spirit. Today, Grand Marnier’s heritage is preserved by Master Blender Patrick Leger. With over 20 years’ experience in the industry, he has developed some of the most formidable blends in the world of cognac and watches over the orange distillery and Grand Marnier ‘Paradis’ at the heart of the eponymous region.
Speaking on the evolution of Grand Marnier’s packaging, Augustin Depardon, Campari Group’s Managing Director, House of Cognac and Champagne commented, “This refreshed look pays homage to Grand Marnier’s timeless heritage, while embracing a bold, modern spirit. The evolution reflects the audacious blend of cognac and orange liqueur that defines our liquid’s unique spirit, and we’re confident this striking new look will ensure that Grand Marnier stands out, both in retail environments and behind the bar.”
Grand Marnier is not just reimagining its design—it’s reshaping its cultural footprint. The brand continues to break the mould, expanding its influence through music and mixology. Partnering with hip-hop artists and festivals in the US the brand also explores unexpected artistic pairings, from ballet dancers to DJs. Meanwhile, bartender-led programmes across the globe continue to elevate Grand Marnier in mixology. The latest ‘Behind the Bar’ series further celebrated the fusion of unlikely elements, shining a light on the craft and stories of expert bartenders from corners of the world.
The new bottle label and brand visual identity was created in partnership with the creative studio Butterfly Cannon.
Make it Grand with Grand Marnier’s latest collection of products. To find out more, visit www.grandmarnier.com.
Source: Butterfly Cannon
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