“A labour of love” – Bacardi Global Travel Retail introduces Grey Goose Essences

Bacardi Global Travel Retail (GTR) is launching all-natural Grey Goose Essences flavoured vodka in selected travel retail markets. The new line will be a key feature of the company’s presence at the Virtual Travel Retail Expo.

Grey Goose Essences (30% ABV) offers three flavours – Strawberry and Lemongrass, White Peach and Rosemary, and Watermelon and Basil – which contain no artificial ingredients and are sugar, gluten and carbohydrate-free.

According to Bacardi GTR, Essences were “born out of a heightened desire for simple cocktails”. With a Grey Goose vodka base, each is infused with fruit and cold-distilled botanicals, and available in a 1-litre bottle.

Bacardi Global Head of Marketing Travel Retail Ignacio Vázquez said: “We’re excited to announce the debut of Grey Goose Essences in travel retail; an innovation that presents a huge growth opportunity for the super-premium vodka category.

“As travellers return post-pandemic, spritzes, mindful drinking and home mixology are growing trends. Grey Goose Essences is a perfect travel purchase that takes the guesswork out of mixing light-tasting and delicious cocktails at home or on vacation, such as the Grey Goose Essences Spritz with tonic for a naturally vibrant, light and smooth-tasting cocktail.

“We are confident Essences will grow the super-premium vodka category, by recruiting new shoppers and driving basket spend for our retail partners.”

According to Bacardi GTR, the fresh Essences ingredients are sourced from countries worldwide, including France, Spain, Thailand and Sri Lanka, and selected by Grey Goose Cellar Master François Thibault. The fruits are blended with the cold distilled botanicals and Grey Goose vodka, which is created using winter wheat from Picardie and water from Gensac-La-Pallue.

Introducing Grey Goose Essences: Born out of a desire for simple cocktails

“Grey Goose Essences has been a labour of love for both me and the brand,” Thibault said.

“The freshest ingredients were meticulously searched for and a unique distillation process is used for each fruit and each botanical to ensure we captured the purest flavour in every bottle. All three Essences flavours reveal the most perfect expression of the ingredients they contain.”

Bacardi is a Platinum Partner of the five-day Virtual Travel Retail Expo, which starts today (Monday).

Bacardi is running an on-stand competition with daily prizes of premium products from its portfolio. Its representatives also feature in Experience Arena sessions on 12 and 13 October (12 October: Discover the world of whisky with Bacardi; 13 October: The rise of Super Premium Tequila). The Experience Arena agenda is detailed here.

 

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