Grey Goose, the world’s leading super-premium vodka, has
pioneered a fresh category within the vodka segment with the introduction of its new line Grey
Goose Interpreted by Ducasse. This vodka with toasted wheat extract uses French
ingredients and can be enjoyed after dinner, “not as a nightcap, but as the
beginning of the rest of the night”, the company says. Brand owner Bacardi’s travel retail division is the first market to
launch the product globally and is partnering with French operator Aelia at
Paris Charles de Gaulle and Orly airports in a one-month European exclusive, which
launched on July 1.
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| Grey Goose Interpreted by Ducasse vodka |
New Vodka Gastronomique trend
Retailing at €79.90 for a one-litre bottle at Aelia
stores, Grey Goose Interpreted by Ducasse is presented in an elegantly crafted
wooden gift box. Born out of a collaborative process between Grey Goose maître
de chai (cellar master) François Thibault and Michelin-starred chef Alain Ducasse, Grey Goose Interpreted
by Ducasse gives rise to a new trend dubbed Vodka Gastronomique. Many consumers
are now using dinner as the launch-pad for the rest of their night, which may
well continue within the same venue.
Mike Birch, managing director of Bacardi Global Travel
Retail, explained: “Super-premium vodka under-indexes in travel retail and, as
category leader, we are committed to pioneer in re-energising vodka and
expanding the category boundaries, just as we did with Grey Goose VX last year.
Grey Goose is synonymous with innovation and we are confident that shoppers
will respond enthusiastically to this stunning proposition, which plays
straight to the heart of the key purchase motivators of discovery and
exclusivity and drives new drinking occasions through clear relevance to their
lifestyles.”
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| French chef extraordinaire Alain Ducasse (left) with Grey Goose cellar master François Thibault |
Rich and complex flavour
Alain Ducasse was invited to work with François Thibault
as he shares the same passion for the finest French ingredients and for
extraordinary taste experiences. One of the world’s most decorated chefs, Alain
Ducasse is currently at the helm of three restaurants, each awarded three
Michelin stars, in Monaco, Paris and London. The pair assembled three different
hand batch roasts of French winter wheat – the main ingredient from which Grey
Goose is made – to produce the new drink, which has a rich, dark, complex
flavour.
Inspired by this roasting process and the rise in
artisanal coffee houses, Grey Goose brand ambassador Joe McCanta looked at the
post-dinner drinking occasion when coffee is normally served and further developed
a “disruptive, new serve that recognises the artistry of both the barista and
mixologist”. The result, Grey Goose Dans Le Noir, is a combination of Grey
Goose Interpreted by Ducasse and cold brew artisanal coffee poured over ice. This
method allows the aromatics of the coffee to be efficiently extracted without
the harsh tannin present. The roasted coffee and toasted wheat are designed to perfectly
complement each other.
Following the launch promotion in travel retail, Grey
Goose Interpreted by Ducasse will be released to selected leading international
airport locations and is also being allocated to a selection of prestigious
bars and fine dining locations in Paris, London and New York.
Tasting notes
On the nose, the aromatic balance is delicate: all the toasted notes are harmoniously blended together; first the taste of brioche, the scent of fresh bread along with more intense notes of roasted almonds, coffee and chocolate. The taste is subtle, yet the almost sweet effect develops the same notes in the after taste, the finish is lasting and rich.
Tasting notes
On the nose, the aromatic balance is delicate: all the toasted notes are harmoniously blended together; first the taste of brioche, the scent of fresh bread along with more intense notes of roasted almonds, coffee and chocolate. The taste is subtle, yet the almost sweet effect develops the same notes in the after taste, the finish is lasting and rich.
