FRANCE. Rémy Cointreau Global Travel Retail has launched the Malandrino for Cointreau Limited Edition, in collaboration with internationally renowned fashion designer Catherine Malandrino.
The square shouldered bottle of the French liqueur – almost unchanged for 160 years – has been reinterpreted by Malandrino, described as “the most American of modern French women”. The French designer made a splash in New York in the last decade with her ultra-feminine silhouettes featuring intricate detailing and hand-embroidery.
The Malandrino for Cointreau Limited Edition was first unveiled in travel retail with Aelia at Paris Charles de Gaulle (CDG) Airport from 24 February. It will continue throughout Paris Fashion Week (4-12 March) ending on 23 March.
Illuminated merchandising columns and catwalks have been created to display Malandrino for Cointreau in the Aelia Paris CDG shops. Following its debut in Paris CDG, Malandrino for Cointreau will be listed by Aelia at Nice Airport.
The Rémy Cointreau Global Travel Retail team has coordinated the implementation of the launch in Paris and also Nice in close co-operation with Aelia Champagne, Wine & Spirit Purchasing Manager Philippe Lanusse and Aelia Trade Marketing Manager Nicolas Geslain.
The product will be launched in selected locations worldwide by Rémy Cointreau Global Travel Retail during September and October 2009.
Malandrino for Cointreau was unveiled in travel retail with Aelia at Paris Charles de Gaulle Airport from 24 February. It will continue throughout Paris Fashion Week and launch in selected locations worldwide in September and October
Malandrino for Cointreau plays on an iconic symbol of the US, the Statue of Liberty, haloed with the stars of the American flag. The Cointreau silhouette remains unchanged, but a lacework of finely chased metal embraces the bottle. The logo is a starry jeweled version above Catherine Malandrino’s signature, as the “˜Lady Liberty’ brandishes her flame.
Cointreau first crossed the Atlantic in 1920 and quickly became a mainstay of the Manhattan cocktail culture, the company said. It is a key ingredient in a Margarita, hailed as the most popular cocktail in the US, the Side-Car, the Cosmopolitan and most recently the Cointreaupolitan.
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