Bacardi Global Travel Retail has announced the travel retail exclusive launch of Grey Goose VX, a new ultra-premium expression that combines Grey Goose vodka with drops of fine Cognac.
Grey Goose VX – the “˜VX’ stands for “˜vodka exceptionelle’ – uses Cognac created from grapes drawn exclusively from the Grande Champagne cru, regarded as the very finest of the six cru within the Cognac region.
Francois Thibault, the creator of Grey Goose, used his experience as a Cognac Maitre de Chai to develop the new expression. “From its creation, Grey Goose has always pioneered into new and exciting territory. In creating Grey Goose VX, I wanted to capture the aromatic notes of a precious Cognac, bringing its delicate essence of orchard fruits, plum, apricot and the mild flavors of wild honey to the remarkable character of Grey Goose vodka,” he said.
Grey Goose VX (40%abv) is described as having a rich, subtle taste – a harmonious balance of white fruit blossom, honeysuckle and violet with hints of apricot and a long, lingering finish. It is recommended to drink it on the rocks, in a brandy balloon glass.
Grey Goose VX is presented in a decanter made from “˜extra flint’ glass. According to Bacardi, the bottle shape and fine detailing takes inspiration from prestigious French decanters, with its rounded shoulders and pronounced heavy-set stopper, while still retaining contemporary design cues from the original Grey Goose bottle.
The wave design on the front of the decanter serves as a metaphor for flight, natural geometric design and optimism, said Bacardi. This, together with its frosted appearance – achieved through sandblasted glass – is said to further reinforce the handcrafted, artisanal nature of Grey Goose VX.
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Grey Goose VX uses Cognac created from grapes from the Grande Champagne cru |
Presented in a luxury gift box at UK£89, the new expression will be released in strictly limited allocations to selected premium airport locations. It will make its global debut at Paris Charles de Gaulle Airport with LS travel retail this month.
Bacardi Global Travel Retail Managing Director Mike Birch said: “This really is a significant step change for the vodka/white spirits category, creating a truly innovative and exceptional ultra-premium offering to enhance and expand the vodka experience for luxury spirits connoisseurs across white and dark categories.
“The vodka category in global travel retail hugely under-indexes (c.10%) versus domestic markets average (18% white spirits) and there is room for shopper trade up versus other spirits categories. Innovation has tended to rely on flavours and, whilst we have several great flavours with Grey Goose, we wanted to create something truly disruptive in this category. We are incredibly excited with the result and initial reaction from retail customers is superb.
“Francois Thibault’s expertise as Maitre de Chai, working and living in the Cognac region, combined with his pursuit for new and exciting experiences, opens a radical avenue of opportunity and a new drinking occasion for vodka type products. This is a serious demonstration of how Bacardi and Grey Goose, as category leader, can shape the future as part of our continuing commitment to drive premiumisation, differentiation and growth across the spirits categories.”
Bacardi Global Travel Retail Marketing Manager, Premium White Spirits Tom Spaven added: “Grey Goose VX is a significant launch that brings a new and credible level of luxury to the vodka category, injecting a vital burst of innovation and originality. The powerful and convincing link of Grey Goose VX to the Cognac category creates unique opportunities to engage the traveller with the world’s best spirits experiences. The sophisticated, affluent passenger profiles that we are targeting are seeking new, convincing options for their at-home drinking occasions and Grey Goose VX makes travel retail an essential destination for this vital audience.”
