Cointreau is bringing back its “summer of margs” activation with a nationwide campaign.

The campaign will be led by the brand’s “MargaRight” platform, which promotes the classic margarita serve of Cointreau, tequila and fresh lime juice.

The activity will be fronted by actress Aubrey Plaza, who will appear across a social and digital campaign designed to give the cocktail occasion ‘a more contemporary and engaging feel’.

Cointreau said the campaign will focus heavily on education, helping consumers feel more confident making premium cocktails at home while also supporting more consistent execution across the on-trade.

The activation will be backed by a wider consumer and trade programme, including a branded Cointreau Margarita Bar at Taste of London and BST Hyde Park, alongside increased retail and on-trade visibility.

Cointreau marketing director Nick Ganich said: “We are seeing a clear shift towards at-home mixology, with consumers increasingly choosing higher-quality spirits and elevating their drinking occasions.

“Margaritas are right at the heart of this trend, as is Cointreau which is showing strong momentum driven by increased visibility, marketing support and growing consumer confidence in the serve.”

Ganich added: “Over the past 12 months, Cointreau has continued to outperform the category, reinforcing its position as the number one triple sec for UK drinkers.

“Our focus now is to build on this moment and drive further category growth by making Margaritas more accessible than ever for at-home occasions.”

The brand said the MargaRight platform would position Cointreau at the centre of one of the UK’s biggest cocktail trends by giving shoppers a simple serve message and helping retailers and operators drive engagement, premiumisation and sales throughout the summer.

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