Italian drinks maker Campari is launching a marketing strategy to revitalize its Grand Marnier brand, teaming up with hip-hop icons to capture the attention of young consumers.
The company has partnered with rapper Future, who becomes the face of a new campaign aimed at attracting a younger, more diverse audience who may not be familiar with orange liqueur and cognac.
The initiative follows a series of previous collaborations with other artists in the genre, such as 2 Chainz, and high-profile events, such as the Grammys and NBA All-Star Weekend.
Historically, Grand Marnier has struggled to connect with younger consumers, who often associate the drink with traditional recipes like crêpes Suzette. To change this perception, Campari is focusing on highlighting the versatility of the product and its composition, which includes 51% fine Cognac.
Speaking to The Wall Street Journal, Campari America’s vice president of marketing, Andrea Sengara, emphasizes the importance of communicating the quality of Grand Marnier and its relevance in occasions of consumption of cognac, especially among African-American consumers, who have a significant role in the beverage market.
Hip-hop, which has a long history of association with cognac, is seen as an ideal platform to rejuvenate the brand’s image. Campari hopes the rappers’ influence will not only attract new consumers, but also educate the public on how to appreciate and use Grand Marnier in modern cocktails.
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The strategy includes advertisements on streaming services, social media and promotional events, such as tasting sessions and vinyl record giveaways, which aim to create a stronger link between the brand and hip-hop culture.
Despite growth in Grand Marnier’s global sales, which increased 6.5% in the first three quarters of 2024, the brand still faces challenges, including a 16.5% drop in sales in the US market in 2023.
Campari is also dealing with price pressure from competitors, which makes it essential to reinvent the brand to ensure its relevance in the market.
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The acquisition of Courvoisier, one of the best sellers in the cognac segment, for almost US$ 1.2 billion, is part of Campari’s effort to strengthen its presence in the sector.
