In truth, it is much more than all that.

The cointreauversial attitude arose 160 years ago with the creation of the famous liqueur, Cointreau. This unique and outstanding liqueur made from oranges, the star of cocktails such as the mythical Margarita and the very sophisticated and cool Cosmopolitan, went on to achieve popularity in more than 200 countries. Cointreau's characteristics include a certain irreverence, a spirited attitude, a little "je-ne-sais-quoi", a something extra thought to be due to its legendary "French touch": it is a limpid and soft-edged liqueur which darkens like magic on contact with ice, which projects a delicate taste that literally explodes in your mouth and then shows a well-tempered tone. It is a great classic which has become timeless thanks to its trademark amber coloured bottle. These differences, these paradoxes, are the factors which laid the ground for what is now known as the "be cointreauversial" attitude.

To drink Cointreau is never an anodyne experience, it is a momentous decision, one which offers you a touch of that French character from the first sip of cocktail : impertinence, fun, elegance, humour, irreverence. An unconventional and light-hearted attitude, full of charm, a taste of freedom which is far removed from diktats and conventions.

The "be cointreauversial" movement is now thriving in New York, London and Tokyo. Women around the world have adopted it even without realising that they did so, simply as a result of coming together with Cointreau.

"To be or not to be cointreauversial, that is the question"
with apologies to William Shakespeare