Embodying more responsible consumption
Cointreau champions more mindful and moderate consumption, a source of shared moments of conviviality.
Committing to people
Our commitments
Our commitments
• Promote more responsible and moderate consumption
• Celebrate the art de vivre that is reflected in the values of our House
• Raise awareness in our communities about the responsible use of our products
Why is promoting mindful consumption important for Cointreau?
Why is promoting mindful consumption important for Cointreau?
Driven by a sense of responsibility towards its consumers, Cointreau is actively committed to promoting the responsible consumption of its liqueur. The group’s ‘RESPECT’ ritual, designed to raise awareness among bartenders and consumers alike about enjoying alcohol in moderation, is based on a seven-step ritual. It starts with ‘Ready’ (get ready by drinking water) and ending with ‘Time’ (take your time), with the overall aim of encouraging mindful consumption.
Since 2020, Cointreau has also been taking a new look at its ‘alternative’ cocktail recipes and raising awareness among its communities on the responsible use of our products, including sorting and reusing bottles.
How does this promotion work in practice?
We develop and offer cocktails with an ABV (alcohol by volume) of less than 8° and containing less than 8 grams of pure alcohol per glass. These alternatives, introduced just under three years ago, are in line with our commitment to responsible consumption.
The House of Cointreau is committed to promoting responsible and moderate consumption through positive and respectful education. Since 2020, it has updated its selection of recipes to create a new category called Alternative cocktails, which means recipes with an alcohol content below or equal to 8% and whose ingredients do not exceed a combined equivalent of 25ml of 40% alcohol per glass.
What are the expectations of your stakeholders in this respect?
Demand for low-alcohol options is growing strongly, both directly from customers and from bartenders who are observing this emerging trend. As a leading player in the cocktail culture, we need to be proactive in meeting this demand. This explains our initiatives on alternatives and ongoing work on future innovations.
