(Photos: Grand Marnier)
On Wednesday, Grammy Award-winning artist Future signed on as the celebrity face of Grand Marnier. It's the latest move from a historic orange liqueur brand eager to cement its presence in the hip-hop space, previously collaborating with the likes of 2 Chainz and Teezo Touchdown.
The partnership is being kicked off with a campaign dubbed "Remix Your Legacy, Make it Grand." In addition to the usual suite of advertisements and promo videos, the campaign will bring a series of Grand Margarita tasting events to New York City, Houston and Atlanta through early 2025. Attendees will have a chance to sip signature cocktails and pick up vinyl of Future's hit 2015 album, "Dirty Sprite 2," which is approaching its 10th anniversary.
Fans who can't make the event are invited to submit their reinterpretation of a Grand Marnier margarita online. Three lucky winners will be awarded a vinyl signed by Future himself; for details on the contest, find the terms and conditions here.
"As a fan of this iconic brand, it's an honor to partner with Grand Marnier and create the 'Remix Your Legacy, Make It Grand' campaign together," Future remarked in a news release. "Just like the artistry involved in making music, Grand Marnier has perfected a recipe that embodies craftsmanship and heritage and encourages visionaries of all kinds to remix their legacies."
The multi-year partnership is the latest in a string of collaborations that's plopped the "Mask Off" rapper squarely in the alcohol world. Earlier this year, Future and "Thor: Ragnarok" director Taiki Watiti teamed up for an ad campaign promoting Belvedere Vodka. The duo donned white suits, bolo ties and cowboy hats, executed a minutes-long handshake and poured up the latest offering from the LVMH-owned liquor brand. Before that, Future lent his insight as an executive producer to a mixtape released by 1800 Tequila.
Grand Marnier boasts the oldest brand history of the bunch. The liqueur was invented by Louis-Alexandre Marnier-Lapostolle in 1870 using a proprietary mix of bitter Bigarde orange and French cognac. Grand Marnier uses the same recipe to this day, even if upper management has shifted over the decades. The brand was acquired by Gruppo Campari— the Italian spirits giant behind Aperol, SKYY Vodka and Espolon Tequila — in 2017 for a reported $759 million.
If you're interested in making the Grand Margarita at the center of the campaign, find the recipe below:
Grand Margarita
Ingredients
0.75 parts Grand Marnier Cordon Rouge
1.5 parts Espolòn Tequila Reposado
0.75 parts Fresh Lime Juice
0.25 parts Agave Nectar
Garnish: Lime Wheel
Salt Rim
Directions
Combine ingredients in a shaker tin, add ice, and shake. Strain into a rocks glass over fresh ice, garnish and enjoy!
