Grey Goose teams up with Idris Elba

Bacardi-owned Grey Goose Vodka has enlisted actor and DJ Idris Elba to celebrate the launch of its Altius expression.

The ultra-premium vodka made its debut in April and is filtered at sub-freezing temperatures.

To support the ongoing launch, Elba has dropped a new track for the summer titled ‘Pushing On’, as well as a 45-second short film where he explains his creative process in making the song and the inspiration behind it.

In the clip, Elba said: “Vibrations, rhythm, music, melody… all of these things are an emotion for me. I have to imagine what I want the song to do, and I get inspired by things that sound like that.

“Everyone speaks different languages, are different ages, different generations – but as soon as you play music, it’s just one frequency.”

Earlier in the summer, Elba also DJed at an Altius launch party in Ibiza, in a private villa on one of the island’s highest peaks. The new track will be the soundtrack to Altius parties across Europe this summer.

Altius vodka is inspired by the French Alps, and it is made from alpine spring water and winter wheat from Picardy in northern France. The high-altitude crystallisation that happens in the alps’ glacial conditions is said to make the vodka extra smooth.

It is available at select clubs and bars around the world.

Owned by Bacardi, Grey Goose is the world’s seventh biggest selling vodka brand.

Last month SB spoke to the chief marketing officer at Bacardi, Ned Duggan, on how the rest of the year and the future is shaping up for the company.

You can watch the full Idris Elba x Grey Goose short below: