Bacardi Global Travel Retail has partnered with Aelia at Paris Charles De Gaulle and Orly airports in a one-month exclusive launch of Grey Goose Interpreted by Ducasse, a new expression of the super-premium vodka.
The line was born out of a collaboration between Grey Goose Maître de Chai François Thibault and Alain Ducasse.
Ducasse, one of the world’s most decorated chefs, is currently at the helm of three restaurants – each awarded three Michelin stars – in Monaco, Paris and London.
Grey Goose said that many consumers are now using dinner as the launch pad for the rest of their night, and the new expression taps into that phenomenon, giving rise to a new trend named “˜Vodka Gastronomique’.
The range extension, described as “a new category within the vodka segment”, features vodka with toasted wheat extract. It is priced at €79.90 for a 70cl bottle (the main Grey Goose reference retails at around €47.50 a litre in European airport retail).
Following the month-long exclusive debut with Aelia, Grey Goose Interpreted by Ducasse will be released to a select portfolio of leading international airport locations and certain prestigious bars and fine dining locations in Paris, London and New York.
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‘Toasting’ a unique collaboration: François Thibault and Alain Ducasse |
Bacardi Global Travel Retail Managing Director Mike Birch commented: “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.”
He added: “Grey Goose Interpreted by Ducasse is unique, exquisitely presented in an elegantly crafted wooden gift box and has the quality, appeal and versatility to unlock new drinking occasions. The combination of the brand’s global appeal and the outstanding retail expertise of Aelia makes us confident that it will appeal to affluent consumers at the second stage of luxury looking for interesting and unusual purchases with authentic, premium brand intrinsics.”
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Grey Goose Interpreted by Ducasse: ‘Vodka Gastronomique’ |
The company noted: “François Thibault and Alain Ducasse’s shared passion for flavour gives them an expert understanding of how a flavour can be subtly controlled through different toasting techniques.
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“We are committed to pioneer in re-energising vodka and expanding the category boundaries.“ |
Mike Birch Managing Director Bacardi Global Travel Retail |
“It was this fascination that led them to the unique and distinctive assemblage of three different hand-batch roasts of French winter wheat – wheat being the main ingredient from which all Grey Goose is made – to produce Grey Goose Interpreted by Ducasse, with its rich, dark, complex flavour.”
Inspired by the roasting process and the rise in artisanal coffee houses, Grey Goose Brand Ambassador Joe McCanta examined the post-dinner drinking occasion when coffee is normally served and developed a “disruptive, new serve that recognises the artistry of both the barista and mixologist”.
The result, Grey Goose Dans Le Noir combines Grey Goose Interpreted by Ducasse and cold brew artisanal coffee poured over ice. The method is described as “unique in allowing for the aromatics of the coffee to be efficiently extracted without the harsh tannin present”. The roasted coffee and toasted wheat in Grey Goose Interpreted by Ducasse perfectly complement each other.
TASTING NOTES
Underlining the ambition and points of difference that underpin the launch, Grey Goose has provided tasting notes in a parlance more akin to fine wine tasting notes or an olfactory analysis of a French perfume.
“For the nose, the aromatic balance is delicate and seductive. 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.
“Each of the three roasts brings unique aromatic qualities to the final liquid:
• Légèrement – fresh vanilla and floral notes
• Moyennement – toasted brioche, toffee, almonds
• Intensément – rich, dark chocolate, espresso, cooked walnuts.
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“A new category within the vodka segment” designed to drive new drinking occasions |
