Cointreau and Aubrey Plaza Launch 'Any Tequila' to Remind the World That You Need Cointreau to Make a Margarita MargaRight

Business Wire

12-06-2025

NEW YORK--(BUSINESS WIRE)-- Cointreau, the iconic orange liqueur and the essential ingredient in The Original Margarita, is once again teaming up with the famously irreverent Aubrey Plaza for the latest evolution of the brand's MargaRight campaign. And this time, the partners are launching a new tequila brand...well, kind of.
In a world where celebrity tequila brands are increasingly popular, Aubrey Plaza and Cointreau are debuting one of their own. Introducing Any Tequila —a 100% celebrity-endorsed, 0% real brand with one very real purpose: to remind the world that it's Cointreau that makes a Margarita MargaRight. After all, it was the inventor of The Original Margarita, Margarita Sames, who said, 'A Margarita without Cointreau is not worth its salt.'
Building on the viral success of the original Make Your Margarita MargaRight campaign, Plaza returns with her signature comedic edge to help Cointreau playfully enter the ever-growing tequila chat. The twist? Her new brand, Any Tequila, isn't real. Instead, the campaign spotlights the real star of the Margarita—Cointreau—which pairs perfectly with, literally, any tequila.
As the #1 cocktail in the U.S., the Margarita has cemented its place as the year-round favorite for consumers, with consumption peaking during summer. Now more than ever, Margarita drinkers have so many options when it comes to the tequila they choose—with over 30% more options on the shelf now than just three years ago. So now is the time for Cointreau to make the decision easier for consumers. As the named brand in the original recipe, Cointreau is embracing its main character energy with a clever call to action: 'Any Tequila' can be any tequila you like, but you need Cointreau to make your Margarita MargaRight.
"At Cointreau, we do believe that making the perfect Margarita should be simple," said Nicolas Beckers, President and CEO at Rémy Cointreau Americas. "With Aubrey Plaza and Any Tequila, we're bringing that message to life in a way that's both memorable and unmistakably MargaRight — reminding everyone that Cointreau is, and always has been, the essential ingredient in the Margarita.'
Launching nationally on Thursday, June 12, 2025, the latest Cointreau MargaRight campaign arrives just in time for peak Margarita season. The campaign will appear across Cointreau's digital and social channels as well as through paid media including Connected TV, top streaming platforms, YouTube, social media, and more. To check out the new campaign, CLICK HERE.
As always, to make your Margarita MargaRight, all you need are three simple ingredients: Cointreau, Any Tequila (yes, literally—whatever tequila you prefer), and fresh lime juice. Whether you're ordering one at the bar or shaking it up at home, make your Margarita MargaRight by heading to Cointreau.com or @Cointreau_US on Instagram to learn more.
The Original Margarita:
*Sources: Sales: Tequila SKUs: Nielsen Liquor+, items per wtd distribution, 3 Year Trend ending 5.3.25; Margaritas on menus: RNDC Menu Trends YE March 2024;
About Cointreau:
Iconic orange liqueur creator and cocktail pioneer, Maison Cointreau was founded in 1849 in Angers, France. The brand's heritage as a liquorist-distiller lives on today at the heart of more than 500 cocktails, including the original Margarita and Cosmopolitan. Cointreau liqueur's distinctive character is the result of the meticulous selection, harmony, and distillation of sweet and bitter orange peel essences, a task entrusted to Maison Cointreau's Master Distiller. Unique and boasting exceptional organoleptic qualities, it's a staple for bartenders and at-home cocktail enthusiasts around the world. Visit www.cointreau.com and follow us on Instagram for more.
To learn more about Cointreau, visit www.cointreau.com or follow Cointreau on Instagram via @Cointreau_US or Facebook via @cointreauUS.
About Rémy Cointreau
Throughout the world, there are customers looking for exceptional experiences, customers for whom the diversity of terroirs rhymes with the variety of flavors. Their requirement is commensurate with our customers of our know-how, this know-how which we ensure the transmission, from generation to generation. The time that these customers devote to tasting our products is a tribute to all those who have mobilized to develop them. It is for these men that Rémy Cointreau, a French family group, protects its terroirs, cultivates the exception of multi-centenarian spirits and undertakes to preserve their eternal modernity. The Group's portfolio includes 14 unique brands, including Rémy Martin & Louis XIII cognacs and Cointreau liqueur. Rémy Cointreau has only one ambition: to become the world leader in exceptional spirits, and to do so relies on the commitment and creativity of its 1,943 employees and on its distribution subsidiaries located in the Group's strategic markets. Rémy Cointreau is listed on Euronext Paris.