Alfred Cointreau’s big challenge ahead — teach a new breed of drinkers about the brand’s legacy

It’s a well-known spirit found in some of our favourite cocktails. But the man behind the Cointreau family name has a new challenge ahead — to teach a new breed of drinkers of the legacy.

Alfred Cointreau is the global ambassador for Cointreau. Picture: Supplied.

When Alfred Cointreau goes out drinking alone, he follows some interesting rituals.

“I always sit at the bar, not somewhere in the room,” he says.

“I also don’t like to check the cocktail menu. I prefer to speak to the bartender and will ask them to make a specific drink for me.”

And he doesn’t always tell anyone about his family’s connection to the cocktail world.

Alfred is the sixth generation of the famed Cointreau family — behind the orange liqueur used to make our favourite cocktails.

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Alfred Cointreau. Picture: Supplied.

His great-great-great grandfather opened the distillery in 1849, while the second Cointreau generation perfected the recipe we know today.

Almost 170 years later Alfred is responsible for introducing a new generation of drinkers to the brand — a challenge in the world of the health and money conscious.

“I’m more about educating people than promoting Cointreau,” he says.

“The role (of a global ambassadors) is training about the brand, how it’s made, where it’s from.”

An enviable job for some, Alfred’s gig sees him travel the world teaching people about his family’s creation.

Recently he was in Melbourne, a place where he believes Cointreau is embraced and respected.

“All cocktails are done very well. The sourcing of the ingredients to the choice of garnish — everything is well done,” he says. “Australian bartenders take care of the drink.”

Last time Alfred was in Sydney he struggled to find a bad venue — a testament to Australia’s bustling bar and night-life scene.

“During my weekends in Sydney, I decided to break my record of bar visits in one night,” he says.

The brand’s packaging rarely changes.

The recipe is the original 1800s.

“My previous record was 12 bars in one night in New Orleans. In one night in Sydney I visited three bars.”

“When I went into bars, I knew nobody. But when I left I was connected to all these people inside, the bartenders, the people in the bar.”

“I was really impressed with how open and engaging people were,” he says.

Alfred’s latest challenge is to encourage people to buy a product where the recipe and bottle haven’t changed in decades.

“We always have the same bottle with the same recipe inside, but the way people appreciate it all around the world is completely different,” he says.

“When they open the bottle, we want people to understand what they’re drinking,”

“We want to educate people. They may drink less, but they’ll be drinking better.”

“It’s a human business. We do not sell a weapon or pills. It’s … about how people appreciate it all around the world and we want to teach them how.”

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