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Grey Goose launches ‘Iconoclasts of Taste’
Grey Goose vodka has launched a new project to support “new movements” in food and drink dubbed “Iconoclasts of Taste”.
Drawing on the history of Grey Goose’s own “iconoclastic” founders, Sidney Frank and François Thibault, who went against the grain in 1997 and began producing vodka in Cognac, the campaign is based on the idea that the world needs iconoclasts, “who challenge traditional thinking and lead us to new and better things”.
The project will be overseen by mixologist Tony Conigliaro, chef Nuno Mendes, fashion designer Giles Deacon and curator Carrie Scott who will identify budding iconoclasts and visions.
The project will launch on 1 June in London with three “Emerging Iconoclasts” announced.
They will be profiled on the company’s website and consumers will asked to support whichever vision they believe in most.