Grey Goose kicks off ‘extraordinary’ summerBy Kristiane Sherry
Bacardi-owned vodka brand Grey Goose has unveiled a series of “extraordinary experiences” for summer 2016, spanning pop-ups, a new signature serve, and an above-the-line campaign.
Over five months, Grey Goose will host Boulangerie Bleue pop-ups in 20 city locations across North America and Europe.
Through partnerships with local chefs, the concept space will offer brunch, lunch and dinner summer drinking and dining, while “transporting” consumers to the French Riviera.
Visitors will be able to access the space through a traditional French bakery, to reinforce the winter wheat Grey Goose raw ingredient.
While the individual pop-ups are based on individual cities, the fundamentals of the Boulangeries will remain consistent, said Tom Swift, Grey Goose global vice president.
Le Grand Fizz
As part of the summer campaign, the brand has developed a new signature serve, Grey Goose Le Grand Fizz.
Described as a summer twist on the established Grey Goose Le Fizz long serve, the cocktail includes Grey Goose, St Germain Elderflower Liqueur, lime and soda water.
In addition to the Boulangerie Bleue setting, the serve will also be promoted through the on-trade in key markets, and served at “celebratory moments” from Coachella to the Cannes Film Festival.
“We looked at the locations particularity around North America and Europe, where our target consumer will be over the summer,” Swift told The Spirits Business.
“We looked at core cities for us that we activate the brand in throughout the year, but also seasonal playgrounds whether that’s The Hamptons or Ibiza.”
Accompanying the pop-ups and Grey Goose Le Grand Fizz, a new global above-the-line campaign will be featured around the world from mid-May.
Last month, Grey Goose partnered with luxury London retailer Harvey Nichols to renovate the fifth floor bar.