A look at how competitors of Glayva, Contreau advertise and promote. There are clearly up market connotations that come from a clever campaign slogan, "Be Cointreauversial" that has featured in recent advertising.
Keeping with the orange colour scheme as a reflection of Cointreau being an orange liqueur is very clever. Colours are generally great for holding onto a brand identity.
Here are some adverts past and present: