UAE. Bacardi Global Travel Retail has partnered with Dubai Duty Free for an exclusive campaign showcasing Ascend by Grey Goose Altius in Dubai International Airport Terminal 3.
Described as the first of its kind for the French ultra-premium vodka, the expression is being highlighted through a virtual-reality experience running throughout January.
Targeting prestige spirits enthusiasts, the multi-sensory brand activation builds on Grey Goose Altius’ mid-2025 launch, enhancing Dubai Duty Free’s premium white spirits portfolio.
The 4D VR experience requires a qualifying purchase of US$99 on any Grey Goose product at the store.
Led by brand ambassadors, the virtual experience transports travellers from Dubai’s skyline to the glacial landscapes that inspire the craftsmanship of Grey Goose Altius.
Following a flock of geese, the flight descends to a clear lake, with a narrator describing the features and story behind the vodka.
Grey Goose Altius blends Alpine spring water and winter wheat from Picardie.
The spirit is crafted using a unique -24°C sub-freezing filtration process, inspired by the natural high-altitude crystallisation found in glacial climates, resulting in a smooth, premium vodka.
It is then hand-bottled and individually numbered to preserve its distinctive quality.
The expression is recommended for dry martini serves, designed to elevate the occasion.
The journey concludes with a souvenir photo of the Ascend experience, before guests enjoy the Grey Goose Bump at the on-site bar – a chilled 15ml pour of Grey Goose Altius paired with a sevruga caviar bump.
Grey Goose Global Vice President of Marketing Aleco Azqueta said, “Grey Goose Altius reflects our ambition to continue evolving the brand through elevated, experience-led moments.
“Creative expressions like Ascend by Grey Goose Altius bring that vision to life through distinctive storytelling, creating a deeper connection with consumers, especially as a welcome surprise pop-up here at Dubai International Airport.”
Bacardi Global Travel Retail Marketing Director Darragh Ryan added, “Grey Goose Altius is the pinnacle of luxury vodka, perfectly positioned to lead the category into a new era that embeds it into the growing cultural trend for consumers opting for higher-end, meaningful drinking experiences and Dubai Duty Free is an exemplary location to lead that opportunity.
“With Ascend by Grey Goose Altius, we have curated a unique, first-of-its-kind intensely sensory experience inviting consumers to indulge and explore the brand’s rich craft and heritage in a way that transcends their expectations of the airport journey.”
Dubai Duty Free Senior Vice President, Purchasing Sharon Beecham commented: “At Dubai Duty Free, we’re determined to provide the best in luxury retail. The Ascend by Grey Goose Altius activation is a testament to this, blending our top-selling vodka with cutting-edge technology to deliver an unforgettable, world-class experience.” ✈
