The Situation:
The Original Margarita was invented in 1948 by socialite Margarita Sames, using Tequila,
Cointreau and fresh lime juice. However, Cointreau faces stiff competition in the Margarita segment from lower cost substitute brands.

The Challenge:
Reinforce Cointreau’s leadership position within the premium Margarita segment.

The Solution:
Executed a Cointreau Margarita Sampling Tour Sampling over 15,000 consumers at 180 on-premise events in eight focus cities. The program also featured a bartender / trade appreciation wrap-up party in each market.