Bacardi Travel Retail is highlighting Grey Goose vodka in Riviera-themed promotions with Mumbai Duty Free and Lagardère Travel Retail.
The pop-up outlets at Mumbai’s Chhatrapati Shivaji Maharaj International and Paris Charles De Gaulle airports showcase the brand’s French heritage. They feature bold images of the Mediterranean Sea, Provençal market stalls and the ‘joie de vivre’ of summer on the French Riviera.
The promotion within Buy Paris Duty Free at Paris Charles De Gaulle Terminal E started on 3 July and will run until 27 August. Similar campaigns are also running during the summer in Buy Paris Duty Free Link AC and at Paris Orly Airport.
Travellers are being encouraged to take a virtual walk along Cannes’ Boulevard de la Croisette or sit on a Grey Goose-branded bench. Photographs can be transformed into a personalised Grey Goose bottle tag and, at selected times over the weekend, customers can have their portraits painted by an artist from the Montmartre creative community. Grey Goose Le Grand Fizz cocktails are also on offer from a retro-inspired ice cream bar.
The activations highlight the limited-edition Grey Goose French Riviera bottle 2018, the latest addition in the Grey Goose Riviera series which was introduced earlier this year. The bottle was designed by renowned illustrator Quentin Monge, and was inspired by his childhood holidays on the French Riviera. It features blue and white striped sun umbrellas.
St-Germain liqueur, an ingredient in the Grey Goose Le Grand Fizz, is also featured in the campaign.
Bacardi Global Travel Retail Director Europe David Hughes said the campaign was designed to be “distinctly disruptive”.
He commented: “Our objective is to emphasise the French heritage of the brand and to inspire shoppers with the ease of making a great Grey Goose vodka cocktail and the added sophistication it brings to any summer drinking occasion. The campaign is relaxed and sophisticated, yet has tremendous power in engaging shoppers and browsers alike.”
Lagardère Travel Retail Senior Category Manager Liquor Sandrine Verrecchia-Godin commented: “This is a subtle and clever campaign that entices interest from our shoppers and browsers through its clever use of a moving backdrop of the perfect Riviera summer, Grey Goose branding on digital screens and cocktail sampling.
“It is driving demand for Grey Goose vodka in-store and encouraging shoppers to explore the ultra-premium side of the range with Grey Goose VX and Grey Goose Interpreted by Ducasse.”