Bacardi
has unveiled a new ultra-premium Grey Goose product that combines vodka and
Cognac, exclusively for the travel retail channel.
Grey
Goose VX (40%abv), a sipping vodka, is described as a celebration of French
craftsmanship and innovation. The VX in the name stands for ‘vodka
exceptionelle’, reflecting how the product is crafted by combining
super-premium Grey Goose vodka with Cognac created from Grande Champagne cru grapes. (Grey Goose is based in Cognac at an impressive hi-tech facility.)
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| Grey Goose VX is presented in a Cognac style glass decanter |
Francois
Thibault, the creator of Grey Goose vodka, used his experience as a Cognac Maitre de
Chai (cellar master) and his passion for innovation to create the new spirit.
He said: “In creating Grey Goose VX, I wanted to capture the aromatic notes of
a precious Cognac, bringing its delicate essence of orchard fruits, plum,
apricot and the mild flavours of wild honey to the remarkable character of Grey
Goose vodka.”
Grey
Goose VX is presented in a decanter made from extra flint glass - a glass
known for its fine quality. The bottle shape and detailing take inspiration
from prestigious French decanters, such as the rounded shoulders and pronounced
heavy-set stopper, while still retaining contemporary design cues from the
original Grey Goose bottle. According
to Bacardi, the wave design on the front of the decanter serves as a metaphor
for flight, natural geometric design and optimism, and together with its
frosted appearance, - achieved through sandblasted glass - further reinforces
the handcrafted, artisanal nature of Grey Goose VX.
Mike
Birch, managing director of Bacardi Global Travel Retail, believes the new
product is “a significant step change for the vodka/white spirits category”
that seeks to “enhance and expand the vodka experience for luxury spirits
connoisseurs across white and dark categories”.
He
continued: “The vodka category in global travel retail hugely under-indexes
(c.10%) versus domestic markets average (18% white spirits) and there is room
for shopper trade up versus other spirits categories. Innovation has tended to
rely on flavours and, whilst we have several great flavours with Grey Goose, we
wanted to create something truly disruptive in this category. We are incredibly excited with the result and
initial reaction from retail customers is superb."
Birch
added: “Francois Thibault’s expertise as Maitre de Chai, working and living in
the Cognac region, combined with his pursuit for new and exciting experiences,
opens a radical avenue of opportunity and a new drinking occasion for vodka
type products.”
Grey
Goose VX will be released in strictly limited allocations to selected premium
airport locations.
Tom
Spaven, marketing manager, premium white spirits at Bacardi Global Travel
Retail, said of the new line’s luxury appeal: “Grey Goose VX is a significant
launch that brings a new and credible level of luxury to the vodka category,
injecting a vital burst of innovation and originality. The powerful and
convincing link between Grey Goose VX to the Cognac category creates unique
opportunities to engage the traveller with the world’s best spirits
experiences. The sophisticated, affluent passenger profiles that we are
targeting are seeking new, convincing options for their at-home drinking
occasions and Grey Goose VX makes travel retail an essential destination for
this vital audience.”
The
product’s rich, subtle taste conveys a harmonious balance of white fruit
blossom, honeysuckle and violet with hints of apricot and a long, lingering
finish. Grey Goose VX can be enjoyed on the rocks, in a brandy balloon glass.
Grey
Goose VX will be available at selected premium airports around the
world, launching globally first at Paris Charles de Gaulle with LS travel retail in early
July. The one-litre decanter is presented in a luxury gift box, retailing at £89.
