Plaza will continue the Cointreau relationship into the upcoming holiday season, with the focus shifting to the vodka-based cosmopolitan.

The brand has “so much more headroom as people continue to learn to make cocktails at home and demand the highest quality ingredients in their cocktails wherever they are,” Sherman said.

The marketing mandate is to be “fresh and different,” he said. “How can we attract attention and create engaging content that is relevant and shareable?”