Grand Marnier is attempting to boost the brand’s appeal beyond Christmas with a second round of off-trade sampling. Next week, consumers visiting Sainsbury's and Tesco in the south east can pick up a free glass of the ‘grand café’ serve, which consists of coffee with a dash of Grand Marnier and a cream float. The sampling campaign, running for just a week, forms part of the brand’s £1m marketing thrust this year aimed at boosting sales outside the Christmas period.

“Currently Grand Marnier has a too-exclusive association with Christmas,” said marketing manager Nicki Daw. “This is a versatile liqueur that can be enjoyed any time.” Grand Marnier’s first major off-trade sampling drive took place in the spring with ‘grand esprit’, a summer cocktail that more than 100,000 people sampled at drink and food exhibitions in London and Birmingham.