Cointreau Partners with Aubrey Plaza to Launch Satirical “Any Tequila” Campaign Highlighting Margarita Essentials
Photo Credit: Cointreau
NEW YORK, June 13, 2025 (WHERE & WHAT TO EAT) — Beverage company Rémy Cointreau has launched a new marketing campaign for its orange liqueur brand, Cointreau, in collaboration with actress Aubrey Plaza. The campaign introduces "Any Tequila," a fictional brand created to reinforce Cointreau’s role as the essential ingredient in a Margarita.
The “Any Tequila” initiative is a satirical response to the rise of celebrity tequila brands. While “Any Tequila” is not an actual product, the campaign aims to emphasize that “any” tequila may be used to make a Margarita, as long as it includes Cointreau.
The campaign continues the brand’s “MargaRight” platform and features Plaza reprising her role with a comedic approach. The campaign will be distributed nationally across digital and social media, streaming platforms, YouTube, and connected television.
"At Cointreau, we do believe that making the perfect Margarita should be simple. 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," said Nicolas Beckers, President and CEO at Rémy Cointreau Americas.
The campaign has launched during what the company identifies as peak Margarita season, when consumption of the cocktail tends to rise. Cointreau cites its long association with the drink, referencing Margarita Sames, credited with creating the original Margarita recipe, who is quoted by the company as saying: “A Margarita without Cointreau is not worth its salt.”
To view learn more, visit www.cointreau.com.
Source: Rémy Cointreau
