Grey Goose creates bottled Martini
Bacardi-owned Grey Goose vodka has released a pre-mixed Martini in the US to address the challenge of making the serve at home.
Bacardi described the product as the first of its kind on the market from a major vodka brand.
The new Grey Goose Classic Martini Cocktail (35% ABV) can make between eight to 10 Martinis from a 750ml bottle.
It combines Grey Goose vodka, dry French vermouth and a dash of orange bitters.
Drinkers can simply shake or stir a 75ml measure from the bottle for 30 seconds over ice, pour into a glass and garnish with an olive or lemon twist.
Bacardi said the Martini has experienced a rise in popularity, with the serve overtaking the Moscow Mule as the second most popular drink in US bars in the last quarter of 2022 (CGA by Nielsen IQ data).
However, the company noted that the cocktail is a challenge for at-home consumption because it is ‘too intimidating to make’.
As such, the new pre-mixed serve aims to ‘transform the way people drink Martini cocktails at home’.
Grey Goose vice-president of marketing Aleco Azqueta said: “There is a strong demand to enjoy Martini cocktails at home, but because of its cultural iconography, many drinkers find the cocktail too mysterious or difficult to ‘perfect’ themselves.
“Similarly, we know home entertainers are often looking to serve Martinis at their gatherings but find the batching process too fussy.
“This insight presented an exciting opportunity for Grey Goose to fill this desire while reinforcing the intrinsic synergy between the cocktail and brand’s exceptional quality.”
Azqueta said the bottled Martini guarantees a “smooth, well-balanced pour every time” and allows drinkers to personalise their serves by choosing their preferred method and garnish.
Available across the US, the Grey Goose Martini Cocktail can be purchased in 375ml (RRP US$16.99) and 750ml (RRP US$29.99) formats.
For a limited time, consumers can buy a Grey Goose Classic Martini Cocktail Kit from the brand’s website, featuring a 375ml bottled Martini and two branded Martini cocktail glasses for US$27.99.
In March last year, Brown-Forman released a ready-to-pour Martini, made with Ford’s Gin, as part of its Up and Over bottled cocktail range.
Later that month, Bacardi unveiled a new line of Tails pre-batched cocktails, including an Espresso Martini and Passion Fruit Martini, which are both made with 42 Below vodka.
In April 2021, Berry Bros & Rudd teamed up with bartender Alessandro Palazzi to create a bottled Vesper Martini using No.3 Gin, vodka and vermouth.