Cointreau partners with Liberty of London

French liqueur Cointreau is set to become the very first spirit brand to be retailed at Liberty of London. Forming an influential partnership, Cointreau will support a series of high profile activations with Liberty of London across the coming year.

To kick off the collaboration, Cointreau recently supported the launch of managing director Ed Burstell’s critically acclaimed book on Wednesday 14th October and have developed an exclusive cocktail in his honour. Inspired by the history and traditions of one of London’s oldest stores, as well as Ed’s personal tastes, Alfred Cointreau, brand heritage manager and 6th generation of the Cointreau family, designed a bespoke twist on the Classic Cointreau Fizz cocktail. Cointreau Fizz by Ed Burstell is a quintessentially English cocktail combining the very English ritual of tea drinking, Ed’s favourite earthy scents and orange colours. The cocktail will be available in Cafe Liberty until 31st December and features 50ml Cointreau, 20ml fresh lime juice, one Earl Grey tea bag, one cinammon stick and 100ml sparkling water. It will also be served as part of the Liberty Christmas Brunch Series, which will be available to VIP customers in the lead up to Christmas.

To celebrate the launch of the Cointreau Creative Crew, a worldwide philanthropist programme which champions creative women, Cointreau hosted a live art installation in a Liberty of London display window. The installation featured live art created by acclaimed artist Charlie Herman alongside Yohan Masliah, Lilly Lou, Eleanor Wilding, Robin Mackney and Tommy Pang. Their creations will be auctioned to raise funds for the charities of their choice. As part of the Cointreau Creative Crew campaign Ed Burstell will join a host of influential creatives led by Cointreau’s creative director Laetitia Casta, on a jury to award an upcoming creative with a life changing opportunity. Further supporters of the campaign include Eva Longoria, Charlie Winston, Nick Ede, Kelly Hoppen, and Jo Elvin with more to come.

Extending their support to Liberty of London’s charity initiatives, Cointreau was the exclusive drinks sponsor of the LDNY Fashion launch in association with the UN on Wednesday, October 28th.

Speaking about the partnership marketing director of Rémy Cointreau UK, Eleonore Moreau said “We are very excited to be teaming up with Liberty for a series of events over the next few months and delighted to announce that Cointreau is the first spirit brand to be retailed in this iconic store. When creating the cocktail in his honour we wanted to make a serve that is synonymous with the stylish surroundings of Liberty and we have crafted a naturally elegant cocktail with an English twist. The Cointreau Fizz by Ed Burstell is an expression of creativity which is intertwined in both Cointreau’s and Liberty’s brand ethos and it was a natural fitting to work together and get involved with Liberty on some of their exciting events.”

Maud Rabin, international communication director shares, “I am delighted to see Cointreau at Liberty. It’s like a dream come true. Two traditional yet modern names, both born in 1875, both icons in their respective fields, decided to celebrate creativity together, letting their chosen artists express themselves freely! We are proud and honoured as this marks the beginning of a great adventure between Liberty of London and Cointreau”.

Ed Burstell, managing director of Liberty of London comments “Partnering with Cointreau to stock our first ever spirit is a historical moment. We put a lot of thought in to every product that we sell and working with such a revered French brand is a delight. We both share a rich tradition of supporting creative practitioners, so it’s even more exciting to have devised such a wonderful series of events to celebrate our collaboration.”

Further projects are to be announced.