Cointreau unveils ‘historic’ new bottle design

For the first time since Cointreau’s conception in 1849, the bottle now depicts the orange – Cointreau’s key ingredient – on the label. Fanny Chtromberg, international director at Cointreau, explain the brand’s decision-process behind the redesign: “When I first joined Cointreau in 2017, I realised that because it’s a square bottle with amber glass, you can’t see what is inside, and because of that, people don’t know how to use it. This has been our challenge worldwide.

“So we said, maybe we should try bring the precious fruit, the orange, from the inside to the outside, and show people that Cointreau is made with orange. At the beginning, it was quite a challenge, because people aren’t used to seeing the orange on the front label. And then very quickly, people said, ‘yeah, this is obvious’. So that was the first thing we obviously redesigned – it’s still a square bottle, its’ still amber, but we have fine-tuned it.”