Marie Brizard Wines & Spirits has relaunched its liqueurs range with a brand overhaul and new packaging to offer 'consistency' across the range and play homage to its art deco heritage.
'It is not only the packaging we have updated but, also, we have rewritten the brand strategy. The old strategy was 260 years old and had become a phantom and disappeared from the landscape,' said Marie Brizard Wine & Spirits, international brand director – liquor & white spirits, Eline Madrona.
'Before, the packaging offered 10 different bottles telling different stories, so there was no consistency. We decided to choose one angle and to make it consistent. We built from the diamond shape, because it is deco and that is definitely part of the brand. Then, we changed all of the bottles and improved a few of the recipes too,' Madrona explained.
According to Madrona, the cocktail and world of mixology is evolving and it is high time the spirit is not the only ingredient that should take centre stage.
'I want to change the paradigm where the liqueur is only an ingredient in your cocktail or just seen as one of many ingredients in a recipe. We want to bring back the liqueur as the hero of the drink,' she added.
The newly updated range were showcased this week at the Marie Brizard Masters Cocktail Competition held at The Forge, Cornhill, London where mixologists competed to construct the best cocktails that aligned themselves with Marie Brizard's brand heritage and new positioning.
Winning places in the Marie Brizard Masters Cocktail Competition were awarded to Andrei Panitru from 14 Leicester Square and Ciprian Zsraga from the Wringer and Mangle in London Fields.
Panitru's cocktail, which was named 'Excellence', combined 50ml orange curacao with 20ml vanilla, 25ml Cognac, 25ml lemon juice and two dashes of Peychaud’s bitters before being shaken over ice and being double strained and garnished with lemon peel served in a crystal goblet.
Zsraga's cocktail was named 'Golden Memories' and saw him stir together 20ml cacao, 20ml Sipsmith Gin, 20ml Campari, 15ml Kahlua and 20ml lapsang sauchong tea before being served in a terracotta cup and garnished with mint, dried orange, coffee beans, icing sugar, lavender, smoked mint and chocolate jelly.