Grand Marnier’s distinctive bottle is to change for the first time in the Cognac and orange liqueur brand’s 123-year history.
A limited edition version of the after-dinner stalwart will roll out to selected retailers in November featuring bright graphics to flag up the drink’s potential as a cocktail ingredient.
The company is releasing only 1,000 of the special bottles which contain the flagship Cordon Rouge variant.
Harvey Nichols and Wimbledon Wines head the list of retailers set to stock the limited edition which sports embossed images of cocktails.
A spokeswoman said: “Our 2003 campaign has centred on the idea of getting consumers to think of Grand Marnier as the ideal cocktail ingredient and move it away from its old fashioned image of being just an after dinner digestive or aperitif.”