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Ahead of holiday parties, one spirits maker is pairing its libation with food associated with opulence.
Cointreau, the maker of orange triple sec used primarily in cosmopolitan and margarita cocktails, launched the Cosmos + Caviar kit. It includes a bottle of Cointreau liqueur, a bottle of vodka, cranberry and lime juice, cocktail mixing materials and a tin of Kaluga Hybrid Royal Amber caviar shipped separately from Marky’s.
The kit is designed to elevate holiday entertaining by serving cosmopolitans with caviar. The limited-time offering is available for $125 on ReserveBar.com.
The launch was created as part of a collaboration with social media influencer Danielle Zaslavsky, the granddaughter of Marky’s founder Mark Zaslavsky. She has amassed 51 million likes on TikTok with videos tailored toward newcomers to the seafood item.
Craig Sherman, the vice president of marketing at Cointreau parent company Rémy Cointreau America, told Food Dive the idea was inspired by consumers pairing the cocktail and the pricey seafood for party platters in viral videos.
“We saw this caviar trend happening on social media, and thought it could make a unique pairing,” Sherman said. “The interesting thing about what Danielle is doing is that she’s democratizing caviar, inspiring people to elevate their holiday celebration. That’s the way we’ve been approaching cocktails, too.”
According to Sherman, the brand realized people dealing with stress were looking for small luxuries around the holiday season. A themed seasonal product allowed Cointreau to sell cocktail creation materials and post content like videos and recipes to make the process easier.
“For a few years we’ve been trying to demystify the notion that it’s difficult to make a cocktail at home,” Sherman said. “A lot of the hurdle is that people don’t have the equipment or are a bit intimidated, and education is the tool.”
Caviar sales are increasing partly because Gen Z consumers view the food item as aspirational.
The fish egg-based delicacy is appearing on more menus because it is increasingly more affordable to produce, according to Introspective Market Research. The market for caviar is projected to grow at a compound annual growth rate of 8% to $688 million, by 2032, the research firm said.
According to Danielle Zaslavsky, the “bright, citrus notes of Cointreau, along with the cranberry and lime juice really balance the rich, briny flavors of caviar, creating a pairing that’s both decadent and refreshing.”
The use of limited-time offers for unique, trendy products draws attention, particularly on social media, to established food and beverage brands. These offerings add diversity and create a sense of scarcity in the marketplace at a time when any item is so readily available, Motif Brands founder Riley Newman told Food Institute this year.
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