Aelia hosts Grey Goose ‘Vodka Gastronomique’ activation
Aelia and Bacardi Global Travel Retail are seeking to open a new vodka drinking occasion with the launch of Grey Goose Interpreted by Ducasse.
François Thibault, Grey Goose maître de chai, and Alain, Ducasse, a Michelin-starred chef, partnered to develop the vodka which launched on 1 July exclusively with Aelia at Paris Charles de Gaulle and Orly airports, and at Nice Cote D’Azur.
Customers were encouraged to sample the vodka in its Dans Le Noir signature serve format, a combination of Grey Goose Interpreted by Ducasse and coffee freshly brewed using a special method to extract the aromatics without the tannins.
The coffee-vodka serve was created to provoke “inspiration” in shoppers to recreate the drink at home for a “perfect post-dinner moment with friends”.
In-store fixtures featuring glass jars of toasted wheat reinforced the flavour message and provided the sampling backdrop.
Thibault himself attended the initial in-store launch at Paris Charles De Gaulle to meet shoppers and hand-sign the product’s outer wooden gift box.
“Opening up a new vodka category”
Described as “Vodka Gastronomique”, the Grey Goose expression is produced using three hand batch roasts of French winter wheat. Each batch is created using different toasting techniques to give the vodka a “rich, dark complex flavour”.
Aude Rocourt, regional director Europe, Bacardi GTR, said: “This latest innovation from Grey Goose genuinely exciting, opening up a new vodka category as a post-dinner drinking occasion – a launch pad for the rest of the night.
“It’s fantastic to bring this unique discovery to shoppers in travel retail first, with our brand ambassadors introducing them to new ways to enjoy vodka from the world’s leading super premium category leader. Discovery, innovation and inspiration are strong purchase triggers especially for shoppers at the second stage of luxury.
“From the shopper reaction we’re witnessing it’s clear that Grey Goose Interpreted by Ducasse is resonating well and is adding significant value to our category growth ambitions.”
Sabine Fagan, executive vice president purchasing, Aelia, added: “We’re delighted to have the first stock of Grey Goose Interpreted by Ducasse in our stores, especially at the prestigious locations of Paris (Buy Paris Duty Free) where our discerning shoppers expect the very best in class.
“Innovation of this nature is key to unlocking conversion potential in travel retail and it’s clear to us that offering this level of sophistication with the lead brand is just what our customers want.”
Wine and spirits is Lagardère Travel Retail-owned Aelia’s joint-second largest category, accounting for 14% of the retailer’s sales in 2014.