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Ahead of holiday parties, one liquor manufacturer is combining booze with foods associated with opulence.
Cointreau, maker of orange triple sec, commonly used in cosmopolitan and margarita cocktails, has launched the Cosmos + Caviar kit. It includes one bottle of Cointreau liqueur, one bottle of vodka, cranberry and lime juice, cocktail mixers, and one tin of Kaluga Hybrid Royal Amber caviar, delivered separately from Marky’s.
This kit is designed to enhance the holiday fun by providing caviar to people around the world. This limited-time offer can be purchased for $125 at ReserveBar.com.
The launch was created as part of a collaboration with social media influencer Danielle Zaslavsky, the granddaughter of Marky founder Mark Zaslavsky. She has garnered 51 million likes on TikTok with videos tailored to those who are new to seafood items.
Craig Sherman, vice president of marketing for Rémy Cointreau America, Cointreau’s parent company, told Food Dive that the idea was inspired by consumers combining cocktails and expensive seafood on party platters in viral videos.
“We saw this caviar trend happening on social media and thought it could be a unique combination,” Sherman said. “What’s exciting about what Danielle is doing is that she’s democratizing caviar, inspiring people to elevate their holiday celebrations. That’s also how we approach cocktails.”
According to Sherman, the brand realized that people experiencing stress were looking for small luxuries during the holiday season. Thematic seasonal products allowed Cointreau to sell cocktail-making ingredients and post content like videos and recipes to make the process easier.
“We’ve been trying to understand the concept of the difficulty of making cocktails at home for years,” Sherman said. “A lot of the obstacles are people don’t have the equipment or they’re a little intimidated and education is a tool.”
One reason caviar sales are increasing is because Gen Z consumers view food as an aspirational thing.
Fish roe-based delicacies are appearing on more menus as they become cheaper to produce, according to Introspective Market Research. The caviar market is expected to grow at an average annual rate of 8% until 2032, reaching $688 million.
According to Danielle Zaslavsky, “Cointreau’s bright citrus notes along with cranberry and lime juice balance the rich, salty flavor of caviar to create a decadent and refreshing combination.”
Using limited-time offers on unique and trendy products increases interest in established food and beverage brands, especially on social media. Riley Newman, founder of Motif Brands, told the Food Institute this year:
