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French liqueur manufacturer Cointreau has expanded its product portfolio with the international rollout of Cointreau Spicy, a new expression of its classic orange liqueur infused with natural chilli flavours.

The product launch is scheduled to begin in June 2026 across 40 global markets. In the UK, the new liqueur will enter retail distribution through supermarket chain Sainsbury’s and e-commerce platform Amazon. The launch will be supported by experiential marketing activations during the summer, including dedicated on-trade installations at major outdoor events such as Taste of London and BST Hyde Park.

By introducing a pre-spiced variant of its signature ingredient, the brand aims to streamline back-of-house operations for commercial bartenders and simplify home-cocktail preparation for retail consumers.

Market Data and Spicy Cocktail Trends

The product development of the new expression was directly informed by Cointreau’s international market research, which highlights a widespread consumer transition toward spicy flavour profiles.

According to the brand's consumer data, 76% of respondents consume spicy flavours at least occasionally, while 63% do so on a weekly basis. This trend has increasingly migrated into the beverage sector, with 45% of consumers who are open to bold flavours stating they are receptive to spicy cocktails.

Furthermore, peer influence plays a significant role in consumer discovery, with 39% of respondents stating they would order a spicy cocktail based on a direct recommendation.

Within the global on-trade sector, the classic Margarita currently ranks as the second most ordered cocktail. Concurrently, the Spicy Margarita has risen to become a top-ten global serve, currently holding the number nine position in Difford’s Guide. The research also indicates that modern consumers view the selection of complex, spicy drinks as an indicator of personal confidence and style, with 64% prioritizing flavour balance over intense heat.

Technical Formulation and Ingredient Profile

Cointreau Spicy is formulated at 30% ABV, maintaining a lighter profile than the brand's core L'Unique expression while integrating natural botanicals.

The manufacturing process involves a meticulous blending of the brand's traditional sweet and bitter orange peel distillate with active chili components:

🌶️ Bird’s Eye Chilli – Infused into the liqueur base via a dedicated maceration process to deliver a warm, clean, and consistent heat.

🔥 Natural Jalapeño – Blended to provide a deep, spicy aroma that complements the sweet citrus notes of the orange distillate.

🥒 Fresh Cucumber – Added to introduce crisp, vegetal "green" notes that lift the overall flavour profile and balance the heat.

The final liquid is designed to offer a balanced sensory experience where the heat does not overpower the citrus foundation, ensuring compatibility across a wide range of long drinks, highballs, and shots.

Global Distribution and Retail Launch

To support the commercial volume scale-up, Cointreau has secured immediate international listings across multiple retail and hospitality channels.

The product’s packaging features a bold design with repeated "SPICY" visual cues to improve shelf navigation, whilst retaining Cointreau's established square amber bottle silhouette.

The distribution strategy spans several key international markets:

• United Kingdom: Rolling out to Sainsbury's stores and Amazon from June 2026.

• France: Launching in partnership with the on-trade hospitality group Big Mamma Group.

• Canada: Securing regional distribution through the Manitoba Liquor & Lotteries Corporation (MBLL).

• Luxembourg and Belgium: Accessing retail shelves through supermarket chains Massen and Delhaize.

By combining direct retail availability with high-profile European on-trade partnerships, the brand intends to establish Cointreau Spicy as a standard functional ingredient for both professional and domestic cocktail creation ahead of the peak summer trading window.