On the company’s centenary in 1949, Pierre Cointreau, the fourth generation of the family, became CEO. Working with passion and fervor into his 90’s, Pierre Cointreau made La Maison Cointreau what it is today. Driven by the values inherited from his grandfather Édouard, and his grandmother Louisa, Pierre instilled in everyone the importance of a job well done. This is especially true of Alfred, his grandson and the sixth generation of the family, who joined Cointreau in 2010. From his grandfather, Cointreau retained the idea that the best path to success is, first and foremost, humility, as only strict discipline can drive progress and evolution. Alfred Cointreau, Brand Heritage Manager, travels the world to meet with mixologists, telling his story, that of his ancestors, and above of all, the story of Cointreau which remains incredible. A prolific creator, Alfred Cointreau enjoys concocting both simple and complex cocktails, always with the idea that each signature be elegant, knowing that the first sip of a cocktail is taken with the eyes…
