Following its successful global launch in Paris in July, luxury
spirit Grey Goose VX has been premiered in the Pacific region with a high-profile
experience at Sydney airport, in partnership with Swiss duty-free operator Nuance.
The promotion features a stylish branded tasting bar set in the main duty-free store, including glorifiers and a luxury travel bag gwp, with Grey Goose brand ambassadors explaining the story behind the product. The uniformed brand ambassadors wear white gloves as they carefully extract the liquid from the decanter using the “Barrel Thief” ritual used by the cellar master when sampling spirits straight from the barrel.
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| Above and below: Grey Goose VX is launched at Sydney airport |
“As an innovative, ultra-premium offering, Grey Goose VX has been released in strictly limited allocations to selected premium airport locations and we are delighted to premiere it in the Pacific region through this high-profile activation at Sydney airport,” said Irving Holmes Wong, regional director Asia Pacific and EMEA at Bacardi Global Travel Retail.
He continued: “Grey Goose VX intrigues and delights both
vodka and Cognac lovers, creating a new drinking occasion and opening up unique
new opportunities to engage the sophisticated, affluent traveller seeking the
world’s finest spirits experiences. It is through such innovative and memorable
brand experiences that we can strengthen the differentiation of travel retail,
making the channel an essential destination for this vital and discerning
passenger profile.”
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| A Grey Goose VX brand ambassador extracts the liquid with a pipette |
Grey Goose VX is the latest ultra-premium launch from Grey
Goose vodka, positioned as a sipping vodka containing drops of Cognac. The VX
in the name stands for vodka exceptionelle, reflecting its origins in the Cognac region of France.
