This Black History Month, the iconic cognac and orange liqueur brand unveils vignettes that celebrate the art of reinvention in partnership with hip hop icon, Future
NEW YORK, Feb. 24, 2025 /PRNewswire/ -- Grand Marnier® deepens its partnership with Future, the multiplatinum hip-hop artist and cultural innovator, with the release of original vignettes, the latest expression of the brand's "Remix Your Legacy, Make it Grand" campaign designed to inspire fans to remix their own legacies by breaking the codes of tradition and evolving culture. The vignettes come to life as unique poetic affirmations that showcase authentic celebrations across various settings, from intimate gatherings to major events, demonstrating how Grand Marnier naturally elevates these moments with their iconic liquid. Through thoughtful cinematography, the series captures Future's natural charisma, and fashion forward artistry alongside Grand Marnier's timeless sophistication. The series reinforces how, by rewriting the rules of cognac and music, both Grand Marnier and Future have created new legacies, broken codes of tradition for the better, and encouraged others to do the same.
"This collaboration represents a perfect fusion of tradition and innovation," said Andrea Sengara, Vice President of Marketing for Campari America. "Our collaboration with Future weaves a narrative that encapsulates the essence of Grand Marnier and the art of elevating moments through unexpected combinations. This partnership is purposefully designed to embody the iconic Grand Marnier spirit—a masterful blend of fine cognac and orange liqueur—and to celebrate creativity and unconventionality."
The series was brought to life by an exceptional team of Black creative talent, including director Mahaneela, whose multicultural perspective and distinctive visual storytelling has made her a sought-after creative force in the industry. The visual narrative was further enhanced by renowned photographer Shaniqwa Jarvis, known for her unique ability to capture raw emotions by building relationships with the subject in a short time which she's done effortlessly with A list talent. The creative direction was led by Miles DeSouza, whose masterful approach to visual storytelling weaves a rich, timeless quality and adds fun cultural nods throughout the series. Together, the blending of these prominent Black voices and creators built a rich and authentic story for consumers to enjoy which truly speaks to how Grand Marnier enhances cocktails.
To check out the vignettes, head to grandmarnier.com/en-us/
Whether enjoying Grand Marnier with friends and family at home or otherwise, please do so responsibly.
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Give Our Grand Margarita recipe a try!:
RECIPE:
0.75 parts Grand Marnier Cordon Rouge1.5 parts Espolòn Tequila Reposado0.75 parts Fresh Lime Juice0.25 parts Agave NectarGarnish: Lime WheelSalt Rim Optional
Combine ingredients in a shaker tin, add ice, and shake. Strain into a rocks glass over fresh ice, garnish and enjoy!
About Grand Marnier
Grand Marnier is the only premium liqueur in the world that combines cognac with exotic bitter orange liqueur. Grand Marnier was created in 1880 by Louis-Alexandre Marnier Lapostolle who had the innovative idea of blending cognac with a rare variety of orange "Citrus bigaradia." By combining the complexity of cognac with the exoticism of distilled essence of orange he created the famous Grand Liqueur.
Grand Marnier Cordon Rouge continues to be produced as it was in 1876, with the addition of special cuvées to the range over the years, including Grand Marnier Louis Alexandre, Grand Marnier Cuvée Centenaire, Grand Marnier Cuvée Révelation and the Grand Marnier Cuvée Quintessence.
About Campari Group
Campari Group is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands, spreading across Global, Regional, and Local priorities. Global Priorities, the Group's key focus, include Aperol, Campari, SKYY, Grand Marnier, Espolòn, Courvoisier, Wild Turkey, and Appleton Estate. The Group was founded in 1860 and today is the sixth-largest player worldwide in the premium spirits industry.
It has a global distribution reach, trading in over 190 nations around the world with leading positions in Europe and the Americas. Campari Group's growth strategy aims to combine organic growth through strong brand building and external growth via selective acquisitions of brands and businesses. Headquartered in Milan, Italy, Campari Group operates in 25 production sites worldwide and has its own distribution network in 26 countries. Campari Group employs approximately 5,100 people. The shares of the parent company Davide Campari-Milano N.V. (Reuters CPRI.MI - Bloomberg CPR IM) have been listed on the Italian Stock Exchange since 2001.
About Campari America
Campari America LLC is a wholly owned subsidiary of Davide Campari-Milano N.V. Campari America has built a portfolio unrivaled in its quality, innovation and style, making it a top choice among distributors, retailers and consumers. Campari America manages Campari Group's portfolio in the US with such leading brands as SKYY® Vodka, SKYY Infusions®, Grand Marnier®, Campari®, Aperol®, Wild Turkey® Kentucky Straight Bourbon, American Honey®, Russell's Reserve®, The Glen Grant® Single Malt Scotch Whisky, Forty Creek® Canadian Whisky, BULLDOG® Gin, Cabo Wabo® Tequila, Espolón® Tequila, Montelobos® Mezcal, Ancho Reyes® Chile Liqueur, Appleton® Estate Rum, Wray & Nephew® Rum, Coruba® Rum, Ouzo 12®, X-Rated® Fusion Liqueur®, Frangelico®, Cynar®, Averna®, Braulio®, Cinzano®, Mondoro® and Jean-Marc XO Vodka®.
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