Cointreau launches global campaign to assert its place in the original Margarita recipe

This summer, Cointreau is making a strong statement about its role in the classic Margarita cocktail. The French orange liqueur brand is launching a campaign to remind consumers that, according to its message, “There is no Margarita without Cointreau.” The campaign introduces the concept of “Margaright,” which highlights what Cointreau calls the only correct way to prepare a Margarita: using Cointreau, blanco tequila, and fresh lime juice.

The campaign is rolling out internationally this July, with actress Aubrey Plaza as its face. Plaza, known for her direct and ironic style, appears in advertisements and social media content promoting the Margaright. She delivers the campaign’s central message with clarity: “If it doesn’t have Cointreau, it’s not a Margarita.” Her involvement aims to connect with younger audiences while emphasizing the importance of authenticity in classic cocktails.

Cointreau’s focus on the original Margarita recipe dates back to 1948. The company points out that while there are many variations of the drink today, the classic combination of three ingredients—Cointreau, blanco tequila, and fresh lime juice—remains unmatched. According to Cointreau representatives, this trio creates a perfect balance of flavors, with Cointreau providing the essential citrus notes that define the cocktail.

The campaign includes demonstrations of how to make the original Margarita at home. The recommended method starts by moistening half the rim of a Margarita glass with lime and dipping it in salt. The recipe calls for 1 ounce of Cointreau, 1.7 ounces of blanco tequila, and 0.7 ounces of fresh lime juice. These ingredients are shaken with ice and strained into the prepared glass, then garnished with a slice of lime.

Cointreau’s renewed push comes as interest in classic cocktails continues to grow across the United States. Bars and restaurants are seeing increased demand for traditional recipes made with high-quality ingredients. Industry analysts note that consumers are seeking both authenticity and simplicity in their drinks, especially during summer months when refreshing cocktails like the Margarita are most popular.

The Margaright campaign will run throughout the summer on television, digital platforms, and at select events in major cities including New York, Los Angeles, and Miami. Cointreau is also partnering with bartenders and mixologists to host workshops and tastings focused on the original Margarita recipe.

Company executives say their goal is to educate both consumers and professionals about what makes an authentic Margarita. They emphasize that while experimentation is part of cocktail culture, some classics deserve to be preserved in their original form. By highlighting Cointreau’s historical role in the creation of the Margarita, they hope to reinforce its status as an essential ingredient for one of America’s favorite summer drinks.

As temperatures rise and outdoor gatherings become more frequent, Cointreau expects its Margaright message to resonate with those looking for a reliable way to enjoy a timeless cocktail. The brand’s leadership believes that by returning to basics—and insisting on quality—drinkers can experience what made the original Margarita an icon in bars around the world.