• by Fern Siegel , May 2, 2024

Grand Marnier, the French liqueur, wants this Cinco de Mayo to have added kick.

Its new digital content series “The Rouge Room” touts the virtues of Grand Encounters, beginning with Grand Marnier's unique blend of cognac and orange liqueur. Ahead of the May 5 celebration, which recalls Mexico’s victory over the Second French Empire, the brand produced another encounter — with hip-hop artist 2 Chainz.

“That blend of cognac and orange is pure magic. It’s a whole vibe upgrade for your margarita and drink style,” said Chainz.

Team Epiphany produced the creative.

The series acts as an ongoing visual space. Different collaborators will be invited to participate.

The campaign runs through September on Grand Marnier’s U.S. Instagram and Facebook channels and digitally with various CTV partners.

“Teaming up with 2 Chainz for the launch of "The Rouge Room" series allows us to forge deeper connections with consumers seeking new ways to savor and sip Grand Marnier,” said Andrea Sengara, vice president of marketing for Campari America. "This series invites consumers to reimagine their cocktail experience.”

In addition, the brand’s “Encounters on Road” event series will be present at the 2024 Roots Picnic, a summer festival held June 1-2 festivals in Philadelphia.

Last year, Christophe Prat, Campari Group’s French icons managing director, told The Spirits Business the company is aiming to make Grand Marnier a "destination drink, meaning a drink where Grand Marnier is the main component and not just an ingredient." 

The Grand Margarita is the brand's leading drink, "but there are many other cocktails that Grand Marnier elevates that consumers still need to discover," said Prat. "For example, the Grand Cosmopolitan and the Grand Sidecar."

"The Rouge Room" is accessible at@grandmarnierusa.