Shoppers at Paris Charles de Gaulle, Orly and Nice airports have been the first in the world to
discover the new 'Vodka Gastronomique' from Grey Goose, following the launch in July 2015 of Grey Goose Interpreted by Ducasse as a European exclusive with French travel retailer Aelia.
The Bacardi-owned brand’s customer engagement campaign,
in partnership with Aelia, reflected the ultra-premium quality of the toasted
wheat vodka liquid. In-store fixtures including glass jars of toasted wheat
grains provide an eye-catching backdrop for brand ambassadors to introduce
shoppers to the product via sample serves.
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| Grey Goose Interpreted by Ducasse is promoted at Aelia's Buy Paris Duty Free shop |
Co-creator attends airport launch event
With plenty of attention-creating theatre in its
preparation, the lead signature serve proved particularly popular. Dans Le
Noir combines Grey Goose Interpreted by Ducasse with a few drops of freshly
brewed coffee using a unique method that allows the aromatics of the coffee to
be efficiently extracted without the harsh tannin present. The roasted coffee
and toasted wheat in the vodka complement each other, creating a rich, dark,
complex flavour.
Grey Goose Maître de Chai François Thibault attended the
initial in-store launch at Paris Charles de Gaulle where he met shoppers and hand-signed
the individual wooden gift boxes that house the beautifully designed bottle.
Hearing the brand vision brought to life in person from the Maître himself was
a special experience for shoppers. They were treated to details of the
pioneering collaborative process of Grey Goose Interpreted by Ducasse, born
from the passion shared by François Thibault and Michelin-starred chef Alain
Ducasse for extraordinary taste experiences from the finest French ingredients.
It was a fascination with flavour and how it can be
subtly controlled through different toasting techniques that led them to craft
the distinctive assemblage of three different hand batch roasts of French
winter wheat. The resulting vodka goes well with after-dinner coffee.
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| In-store fixtures draw attention to the exclusive European travel retail launch |
Aude Rocourt, regional director Europe at Bacardi Global
Travel Retail, said: “This latest innovation from Grey Goose is genuinely
exciting, opening up a new vodka category as a post-dinner drinking occasion –
a launchpad for the rest of the night. It’s fantastic to bring this unique
discovery to shoppers in travel retail first, with our brand ambassadors
introducing them to new ways to enjoy vodka from the world’s leading super-premium category leader.”
Sabine Fagan, executive vice president purchasing at Aelia, added: “We’re delighted to have the first stock of Grey Goose Interpreted by
Ducasse in our stores, especially at the prestigious locations in Paris (Buy
Paris Duty Free) where our discerning shoppers expect the very best in
class. Innovation of this nature is key
to unlocking conversion potential in travel retail and it’s clear to us that
offering this level of sophistication with the lead brand is just what our
customers want.”
