Grey Goose Vodka brings French Riviera to Paris CDG

Bacardi Global Travel Retail has teamed up with Lagardère Travel Retail at Paris Charles De Gaulle (CDG) airport to kick off Grey Goose’s Extraordinary Summer campaign with a limited edition bottle design.

The global launch of the in-airport activity takes place in BuY Paris Duty Free Terminal 2E, where Grey Goose Riviera, a summer 2017 one-litre limited-run bottle will be available.

The limited edition Grey Goose design for travel retail

Said to “epitomise summer” and reinforce Grey Goose’s French heritage, the bottle design features marinière stripes in the style of the Nouvelle Vague, with visible brush strokes recalling the French Impressionist Movement.

Throughout June and July, Grey Goose will use a prominent concourse location to host an accompanying “Mediterranean beach vibe meets savoir-faire lifestyle” activation.

Comprising a beach bar with decking, a La Petite Pétanque game, deck chairs, towels and nautical props, the activity positions Grey Goose as ‘Vodka Française D’Exception’ and ‘La Distinction Française’.  Merchandising is also printed in Mandarin and English.

Retail ambassadors invite shoppers to enjoy signature serve Le Grand Fizz, presented in a cocktail glass, in the space.

In addition to the limited edition bottle, Grey Goose VX, a Cognac-vodka hybrid, will be displayed alongside Grey Goose Interpreted by Ducasse, Grey Goose La Poire, Grey Goose L’Orange, Grey Goose Le Citron and Grey Goose Cherry Noir.

Shoppers who buy two one-litre bottles of Grey Goose will receive a free cocktail glass.

“Summer is a key time of year for Grey Goose and we want to inspire shoppers to elevate their summer cocktail experience, while reinforcing the brand’s French heritage and having Riviera epitomise summer lifestyle,” said Aude Bourdier-Rocourt, regional director Europe, Bacardi Global Travel Retail.

“Who could resist the fun of this happy beach bar scene right in the centre of the terminal?  Everything about it says ‘it’s summer, relax, have fun, enjoy a long, cool cocktail’. Whether it’s on holiday or at home, this campaign is about creating the desire to have a summer ‘well-lived’.”

Sandrine Verrecchia-Godin, senior category manager, Lagardère Travel Retail added: “This experience is perfectly designed for the summer, emphasising key elements of an elegant cocktail experience.  We love how Grey Goose has brought to life its French heritage in such an iconic way and this is proving to be very popular with shoppers.”

Earlier this year Grey Goose Vodka launched a limited edition bottle design inspired by the French Côte d’Azur in collaboration with luxury UK retailer Harvey Nichols.