Grey Goose Le Melon launches in US
Grey Goose is launching a new flavoured vodka, Grey Goose Le Melon, in the US market.
Grey Goose Le Melon joins the brand’s limited number of flavoured vodkasThe latest flavour is produced using cavaillon melons, which Grey Goose claims to be the “world’s sweetest, most flavourful fruit”.
Grey Goose cellar master Francois Thibault chose the fruits to create a new flavour due to the cavaillon melon’s rich history as a delicacy among kings and historical figures.
“When crafting an exceptional spirit, the quality of the ingredients is paramount to the taste,” said Thibault. “This is why I selected the Cavaillon melon. It’s fresh, succulent and truly fragrant. But the melon in Cavaillon is much more than that – it is history, it is passion. It is exactly what I was looking for.”
The history surrounding the cavaillon melon plays to Grey Goose’s marketing strategy that leans heavily on provenance and heritage.
Grey Goose Le Melon will launch in the US on 1 May for an RRP of US$29.99 for a 750ml bottle. The brand will support the launch with a national print, digital and experiential summer campaign, highlighting the expression’s signature cocktails, the Melon Mule.
It joins Grey Goose Le Citron, La Poire, L’Orange, Cherry Noir and La Vanille in the range.
