Grey Goose, one of the world’s leading super-premium vodka, announced plans for a collection of summer experiences that will launch from May 2016. Famed for pioneering new occasions for super-premium vodka, Grey Goose will be investing at scale to inspire consumers to trade up to the category this summer. The campaign will see 20 pop-ups, across 20 locations around the world, in only five months.
Grey Goose Le Grand Fizz, a summer twist on the brand’s signature celebratory serve, Grey Goose Le Fizz is to launch globally following a successful preview in key cities and high profile events in 2015. Using the finest French ingredients including Grey Goose vodka, St-Germain elderflower liqueur and fresh lime, the drink is topped with chilled soda for a gentle effervescence. The hero serve will be available across leading accounts and at celebratory moments throughout the season, from Cannes Film Festival to the US Open in New York.
Tom Swift, Global Vice President, Grey Goose explained, “We have created a serve that satisfies our consumers’ desire for a long, quality drink that challenges the conventions of traditional summer drinking occasions.”
Joe McCanta, Global Brand Ambassador, added: “It’s a simple and elegant pour for bartenders that still allows you to add your own signature. Apart from the classic recipe, you can explore a range of twists by simply substituting the range of Grey Goose flavours and a corresponding aromatic garnish. It’s the perfect serve for daytime summer occasions.”
To elevate summer even further, a global, consumer experiential campaign entitled Grey Goose Boulangerie Bleue, will launch in May. The Grey Goose ‘Boulangerie’ concept is inspired by founder and Maître de Chai François Thibault, who challenged convention to create a vodka of exceptional quality from only the finest soft, winter wheat from Picardie, known as the ‘bread basket’ of France.
Appearing in 20 cities and summer hot spots around the world, Grey Goose Boulangerie Bleue will give visitors the opportunity to enjoy an extraordinary summer experience that includes some of the finest French food, drink and music. Open from day ‘til night as the ultimate French Riviera club, Grey Goose will be partnering with leading chefs to offer specially curated brunch, lunch and dinner summer drinking and dining moments to showcase Grey Goose as the perfect accompaniment to every summer occasion.
Swift continued, “We are making a significant, global investment through-the-line to drive category growth. In addition to our summer drinks strategy and the Grey Goose Boulangerie Bleue experience, we are currently in production with a new, above-the-line campaign that will be featured around the world from mid-May. It’s going to be an extraordinary summer.”