Cointreau has announced a marketing partnership with reality TV star Olivia Attwood’s popular culture podcast Olivia’s House, as the brand aims to expand its customer reach.

This partnership builds on the expansion of Cointreau Spicy’s footprint as it recently launched into Tesco stores this October.

The collaboration marks the brand’s first local podcast media investment that aims to connect that business with Attwood’s audience of women who are aged between 25 and 34.

Running from October through to December, the marketing activity will be promoted across Olivia’s House and Cointreau’s digital channels.

This partnership includes host-read endorsements and ‘Hot Takes Hotline’ brand advertisements, as Attwood shows how to make a margarita at home with Cointreau Spicy.

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The business aims to capitalise on the seasonal potential of margaritas, with the searches for last year for “Christmas Margarita recipe” or “festive margarita” surging by 5000 per cent year-on-year.

Andreea Antohi, marketing manager at Rémy Cointreau said: “Cointreau has enjoyed a strong summer with the launch of Cointreau Spicy, and with spicy margaritas continuing to gain momentum as a cocktail trend, Olivia’s House gives us a great platform to connect with an engaged audience in a new and exciting way while supporting the brand’s momentum as we head into the festive period.”

The new product was designed to meet the increasing demand for Spicy Margaritas and offers bartenders and consumers a simple way to deliver the category’s fastest-growing serves.

Cointreau Spicy was made to simplify at-home consumption for shoppers and help operators streamline preparation and drive overall revenue for sellers.

The company aims to build on the brand’s strong summer activation and tap into the ongoing interest in margarita occasions during the festive season.