Alfred Cointreau, the 27 year old scion of 150 year old 'Cointreau' liqueur brand
He considers himself to be among the closest to the family tradition in his generation having spent his childhood and teenage years in the family hometown.
“Not just the name, my brother, sister and cousins have all grown up with the traditions around Cointreau and most of us were given a dash of the liqueur by our grandfather in our baby water during our christening ceremony,” says Cointreau who holds the formal position of heritage manager for the brand globally. “Though I joined the company only three years ago at the distillery, I was born and raised in Angers, the small town where it is located and have grown up watching and helping my grandmother Elisabeth carefully prepare family aperitifs with Cointreau when entertaining friends,” he adds.
Steeped in Tradition
A brand of triple sec or orange liqueur, Cointreau is positioned as the market leader in the segment. “We are the original triple sec with a 150-year tradition behind us; the distillery was set up in 1849 and from the traditional recipe to the iconic bottle shape, nothing has changed over the years; even though we do introduce limited edition packaging from time to time,” says Alfred Cointreau.
He considers himself to be among the closest to the family tradition in his generation having spent his childhood and teenage years in the family hometown and bonding closely with his grandfather Pierre Cointreau from a very young age.
Having honed his skills at the distillery, he knows about the history and heritage of the brand; he now travels around the world as part of his job to promote the brand. “Creating new cocktails with Cointreau is my passion and I like to work with local bartenders in different countries. Sometimes I combine my old family recipes with new ideas,” says Cointreau, who also spearheads the Cointreau Academy in Angers and plays an important role in training bartenders there.
Recently in India on his first visit, Alfred Cointreau created a signature cocktail CointreauKini (see Alfred’s Heady Mix...) working with bartenders at Delhi speakeasy bar PCO and Indian fashion designer duo Shivan and Narresh. “As a brand, we like to associate with style and glamour and Shivan and Narresh are known for their signature swimwear line. It was great working with the bartenders in Delhi as well as the designers,” he says.
“I travel to the US very often and bartenders there can’t do without Cointreau, which is probably the most popular cocktail base for them. We have 350 original Cointreau recipes and in the US our liqueur is the base for many new and classic ones including the iconic Margarita, Cosmopolitan and Sidecar,” he adds. He likes to experiment with different liquor bases such as whisky, cognac and tequila and play with different mixes in creating his own cocktails.