Kevin Sueiro, Cointreau’s Global Brand Ambassador since September 2019, has seamlessly blended his passion for bartending with his expertise in communication to represent the iconic orange liqueur worldwide. With a rich background in mixology and a deep appreciation for the brand’s heritage, Kevin offers a unique perspective on balancing tradition with modern cocktail trends.
What inspired you to become a Global Brand Ambassador, and what excites you most about this role?
I’ve always been passionate about the bartending industry. In my 20s, I delved into cocktail making, which I have always considered a beautiful savoir-faire. So, when I had the chance to take on a role that allowed me to engage with both bartenders and distillers, I seized the opportunity! The prospect of traveling across the world and experiencing it through the lens of the cocktail and spirit industry was a significant motivation for me.
Representing a brand with such a long history must be fascinating. How do you balance honoring tradition while embracing modern cocktail trends?
I’m fortunate to work with a brand that is a staple in the bar industry. Bartenders have been instrumental in bridging tradition and modernity—they possess a deep knowledge of the classics while being innovative in crafting their menus and experiences. Personally, I believe that understanding our origins guides our future. I love working with a brand that has endured through various eras and continues to innovate to perpetuate its legacy.
Can you share a memorable experience from your time as a Global Brand Ambassador?
The Margarita Challenge stands out. We initiated this competition during the COVID-19 pandemic to connect with the heart of the community. Bartenders know we are fair, creative, and strive to create unforgettable experiences. When we started in 2020, we received 150 recipes; now, we have over 2,300 bartenders from more than 70 countries contributing their unique twists on the Margarita. A special shoutout to Miguel Ángel Mora from Alquimico, our first-ever grand champion.
What are some of the most popular cocktails featuring Cointreau, and why do you think they resonate so well with drinkers?
Cointreau is at the heart of over 500 cocktails and counting. In today’s bartending world, you can’t spell cocktail without Cointreau. Iconic cocktails featuring Cointreau include the Cosmopolitan, the Sidecar, Between the Sheets, the White Lady, and, of course, the Margarita. Cointreau’s versatility allows it to feature in every drink category, making it the answer to any cocktail question.
How do you highlight Cointreau’s versatility when working with bartenders and cocktail enthusiasts?
There’s a scientific basis for its versatility, embodied in our ‘Aroma Wheel.’ Through analysis, we’ve identified 40 aromatic notes in Cointreau, divided into seven families: Zesty, Spicy, Vegetal, Fruity, Gourmet, Floral, and Animal. This depth offers endless possibilities for creativity.
What trends in the spirits industry are you most excited about, and how does your work connect with them?
Beyond obvious trends like clarified cocktails, I’m particularly excited about the industry’s focus on enhancing the overall customer experience. It’s about more than just the drinks; it’s the ambiance, the presentation, the interaction with staff, and all the details that contribute to a memorable experience.
You’ve traveled extensively. Are there any surprising ways people enjoy Cointreau in different parts of the world?
As a brand, once our product is on the market, it belongs to the consumers. Everyone has their unique way of enjoying it. In South America, they love Cointreau Noir shaken with coffee; in France, it’s still consumed neat; in the US, the Margarita is a favorite. The best way to enjoy Cointreau is however you prefer.
Sustainability is becoming increasingly important in the spirits industry. How is Cointreau addressing this, and what initiatives are you most passionate about?
Sustainability is a key focus for us. For instance, it takes only 1 liter of water to produce 1 liter of Cointreau, reflecting a 45% reduction in water consumption since 1997. We also use 100% renewable energy at our distillery in Angers and recycle 100% of our solid waste.
What’s something about Cointreau that people might find surprising or unexpected?
The square-shaped bottle has remained unchanged since its first version in 1885, inspired by perfume bottles of that era.
Do you have a personal favorite way to enjoy it?
The quality of a drink is defined by the quality of the moment. My favorite way to enjoy Cointreau is in a classic Margarita, surrounded by friends from the industry.
Are there any upcoming campaigns or projects that you’re particularly excited to share with audiences?
I’m proud of our new range, the Citrus Series—a distillate made from Corsican Pomelo, crafted exclusively for bartenders. It showcases our 175 years of savoir-faire and expertise in citrus distillation.
What advice would you give to aspiring bartenders or brand ambassadors looking to make an impact?
Take your time, build your knowledge and network, gain experience, and eventually, you’ll have an epiphany where you truly discover your unique identity as a bartender, much like Cointreau.
How do you see the future of Cointreau evolving within the global cocktail scene?
Hand in hand, as we have been since 1849. I believe the community will become increasingly involved in the brand, influencing our experiences and innovation processes. We owe much to this industry that embraced us from day one, and every day at Cointreau is a tribute to the community.
