cointreau launches new bartender education program
NEW YORK, NY, June 1, 2010 – Cointreau, an essential ingredient used by prominent mixologists throughout history, and found in the original recipes of the most popular cocktails, including the Margarita, Cosmopolitan, Side Car and White Lady, has announced a partnership with world-renowned spirits experts, Dale DeGroff and F. Paul Pacult, to implement a five-market bartender education program. Markets include San Francisco, Dallas, New York City, Miami/Ft. Lauderdale and Chicago.
Beginning this spring, Mr. DeGroff and Mr. Pacult will travel to each market to educate and train distributors on Cointreau’s attributes and superiority including the brand’s history (the original Triple-Sec), authenticity (recipe unchanged), quality (the best orange liqueur), and usage (the heart of iconic cocktails). They will discuss the importance of using only fresh and premium ingredients, conduct a competitive tasting, and demonstrate examples of creative and unique cocktails using Cointreau as a key ingredient.
Each distributor representative will receive an educational bartender’s toolkit to be used as a key training tool throughout the program. DeGroff and Pacult will train the distributors so that they are fully prepared to educate thousands of bartenders and wait staff on the superior attributes of Cointreau.
“We are very excited to be working with such distinguished experts in the spirits industry on Cointreau’s national bartender education program,” says Alejandra Peña, Vice President, Marketing for Cointreau. “We are confident that Dale DeGroff and Paul Pacult will conduct intensive and engaging training sessions for distributors nationwide to underscore and reinforce the brand’s superior selling points, while emphasizing the benefits of using Cointreau to create quality cocktails.”
“One of our primary goals in educating distributors about Cointreau is to create excitement and buzz behind the brand so that they can impart this knowledge to bartenders in key accounts across the country,” explains Paul Pacult. “Cointreau is the best orange liqueur on the market as it offers the perfect balance of bitter and sweet.”
Dale DeGroff says, “Cointreau has always been the heart of many original classic cocktails, and I am looking forward to sharing my favorite Cointreau cocktail creations with distributors.”
In parallel to the four-month bartender education program, a compelling contest has been designed to generate maximum participation and intrigue, and ultimately showcase the finest winning talent, during Tales of the Cocktail and through the festival’s official guidebook sponsor, Saveur magazine.
Upon completion of the training, bartenders will be invited to enter the on-line Cointreau cocktail competition, sponsored by Saveur magazine, beginning May 5, 2010 and closing on June 25, 2010. Four finalists will be selected to compete in a “mix-off” event at Tales of the Cocktail held in New Orleans in July 2010. Each of the four finalists will be paired with a master mixologist who will serve as an advisor. The winner of this final “mix-off” event will receive an educational trip for one plus a guest to Paris/Angers, France in September 2010.