First Grey Goose store opens in Schiphol

Bacardi’s first shop-in-shop concept store for super-premium travel retail vodka Grey Goose will be situated in Amsterdam Airport Schiphol.

The first shop-in-shop Grey Goose concept store will be set in Amsterdam Airport Schiphol

The store will be a permanent fixture reflecting the visual identity of the brand’s global advertising campaign, Fly Beyond.

“We are so excited with this concept, which epitomises the luxury aspects of Grey Goose vodka,” said Aude Rocourt, regional director Europe, Bacardi global travel retail. “The design reflects an elegant, modern wine cellar and the precision and perfection of the architecture match the luxury in which Grey goose is produced.”

Positioned at the front of Schiphol, a large illuminated advertising screen will be displayed outside the main store featuring the Grey Goose Fly Beyond campaign.

Further advertising as travellers approach the store will include images for Grey Goose’s signature serve, Le Fizz, a balanced cocktail using St Germain elderflower liqueur and freshly squeezed lime juice.

“We’re constantly looking to push boundaries in retail presentation to enable brands the freedom to express themselves,” commented Marc Gatoux, category manager global liquor and cigarettes, Schiphol Airport Retail BV.

“With its global recognition and brand positioning, we are confident the Grey Goose store will attract new shoppers from our mix of transit and departing passengers and its location at front of store is designed to entice, build penetration and ultimately conversion through an intimate experience that’s perfectly on brand.”