Diageo and GRAND MARNIER® join forces across Europe
Diageo, the world’s leading premium drinks business, and GRAND MARNIER® announced that they have reached an exclusive agreement for Diageo to distribute and market the GRAND MARNIER® liqueurs range in 61 markets across Western and Eastern Europe, Russia and former CIS countries, as well as duty-free. From July 1 Diageo will start distribution in 26 markets, including Germany and Spain. France, along with a further four markets, will transfer to Diageo in 2009. Pan-European distribution is expected upon the expiration of existing contracts over the next three years.
GRAND MARNIER® is a premium cognac and orange-based liqueur with a rich history and heritage, produced in France since 1880 and available globally in 150 countries around the world. The range is led by GRAND MARNIER® Cordon Rouge, and a further three premium unique higher qualities, blends of older and more refined cognacs aged at the Chateau of Bourg Charente.
Gilbert Ghostine, managing director of Diageo Continental Europe, said: ‘The GRAND MARNIER® range is renowned for its exceptional taste, quality and heritage. It will truly complement Diageo’s range of brands across Europe. We are confident that through our superior route to market and premium brand marketing expertise, this can only enhance the success and unleash the potential of GRAND MARNIER® across Europe.’
Tom van Lambaart designated chief operating officer of Marnier Lapostolle, said: ‘The agreement between GRAND MARNIER® and Diageo enables GRAND MARNIER® to benefit from Diageo’s European distribution platform and its reputation in developing premium brands. We look forward to working closely with them in Europe.’
The liqueur is perfect in long drinks and cocktails, with Cordon Rouge forming part of the classic Grand Cosmopolitan. The higher qualities offer a truly unique experience as an after dinner digestive.
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About Grand MarnierIn 1827, Jean-Baptiste Lapostolle founded a distillery in Neauphle-le-Château, near Paris. In 1880, Louis-Alexandre Marnier Lapostolle, the son-in-law of Eugène Lapostolle, son of the founder, created the famous Grand Marnier® liqueur, a blend of cognac and tropical oranges. Today, the company is run by 5th and 6th generation members of the Marnier Lapostolle family, including Jacques Marnier Lapostolle, the current Chairman of the Board. With 90% of its production sold outside of France in over 150 countries, Grand Marnier® has been the leading French liqueur in export sales for over 25 years. According to the magazine “Impact”, Grand Marnier® is among the top 100 major international brands of premium spirits and the third highest selling brand of liqueur worldwide (based on retail sales). A bottle of GRAND MARNIER® is sold every 2 seconds around the world.
About Diageo Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, wines, and beer categories. These brands include Johnnie Walker, Guinness, Smirnoff, J&B, Baileys, Cuervo, Tanqueray, Captain Morgan, Crown Royal, Beaulieu Vineyard and Sterling Vineyards wines. Diageo is a global company, trading in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com.
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Contacts
Diageo media enquiries
Cecilia Coonan +44 (0)20 7927 5749cecilia.g.coonan@diageo.com
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