Campari brand Grand Marnier entered into a multiyear partnership with Grammy-award winning artist Future to celebrate cultural milestones, according to a press release. The recently launched “Remix Your Legacy, Make It Grand” campaign is intended to celebrate the partnership.

As part of the campaign, the brand will host in-person tastings of the Grand Margarita cocktail planned in New York, Houston and Atlanta through early 2025. Other pop-up experiences and activations are planned throughout the U.S. To ensure the campaign has an online presence, consumers are encouraged to share their own take on the cocktail on social media for the chance to win a signed copy of a Future vinyl.  

Future was chosen due to his record of blending traditional and experimental musical styles, such as rap, R&B and pop. The partnership also aligns with the 10th anniversary of his third studio album, “Dirty Sprite 2.” Consumers who attend tasting events have the opportunity to collect a vinyl of the celebrated album. The partnership is intended to be symbolic of the product itself, which is a combination of cognac and orange liqueur, and a celebration of “creativity and unconventionality.” 

“Like Grand Marnier, which was born from a blend of unexpected ingredients, this partnership honors tradition but also inspires a generation to redefine what legacy means. We're excited to continue championing the ambitious seekers of success and their stories that help shape our culture,” said Andrea Sengara, vice president of marketing at Campari America, in a statement.

Campari has aggressively targeted U.S. consumers ahead of the holiday season. With the U.S. market accounting for 28% of the company’s sales, forming connections with consumers during a high-purchase time such as the holidays can help performance. The emphasis on in-person events can also help drive connection and engagement.