Following its successful global launch in Paris in July, Grey
Goose VX has hit the shelves in the US travel-retail channel, with two promotions at
Los Angeles and at Las Vegas McCarran airports. The new vodka/Cognac spirit has a strong presence with concourse activations outside the main duty-free
stores, in-store glorifiers and branded light boxes.
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| Grey Goose VX launches in Las Vegas airport |
Grey Goose brand ambassadors explain the story behind the brand while adding drama in the creation of the
perfect serve, wearing white gloves as they extract the liquid from the
decanter using elaborate glass pipettes.
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| A Grey Goose VX hostess at Las Vegas airport |
“These are among the largest experiential activities Bacardi
has ever activated in the Americas travel retail market,” said Geoff Biggs, regional
director Americas at the Global Travel Retail division. “This is a key region
for Grey Goose as leader of the super-premium vodka category in both US
domestic market and in travel retail. This is an important strategic channel
for us to share our brand stories and to introduce consumers to exciting
innovation such as Grey Goose VX.
“With Grey Goose as a clear leader of super-premium vodka,
it is best placed to lead the growth of the vodka category in travel retail. We
believe Grey Goose VX is a disruptive category innovation, as witnessed by the
incredibly positive reaction of shoppers.”
Grey Goose VX, a sipping vodka with drops of fine Cognac, is
seeking to create a new drinking occasion. The VX stands for vodka exceptionelle, a nod to its French roots.
