Bacardi Global Travel Retail has launched a new global campaign for Grey Goose vodka called “˜Fly Beyond’ at World Duty Free Group (WDFG) stores at the UK’s busiest airports.
The campaign, which runs at selected World Duty Free stores until 7 January, highlights the craftsmanship of Grey Goose and its creator François Thibault, a former Cognac Maître de Chai (cellar master).
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The global Fly Beyond campaign made its debut at World Duty Free stores |
Bacardi Global Travel Retail Regional Director for Europe Aude Rocourt said: “Fly Beyond is more than just a campaign – it captures the spirit of François Thibault, the man who created Grey Goose and the spirit of our consumers. Our level of investment in Grey Goose reflects our belief that as the number one super premium vodka, the brand is perfectly positioned to take a lead role in growing the category.”
To attract travellers to the campaign, the installation features large illuminated “˜Fly Beyond’ adverts in World Duty Free stores as well as displays of the new gift packs with silver geese in flight mounted on top of them.
As reported, Bacardi launched two new gift packs for Grey Goose including Night Vision, a decanter holding a magnum bottle of Grey Goose (priced £99.99) and the limited edition Grey Goose chiller containing a 1 litre bottle of Grey Goose (priced £60).
At World Duty Free stores, travellers will be able to sample the Grey Goose Le Fizz cocktail, which is made with Grey Goose vodka, St-Germain elderflower liqueur, freshly squeezed lime juice and soda water and served in a champagne flute. The store in London Gatwick’s South Terminal will feature a film of a flock of geese in flight across the bar front. According to Bacardi, bar installations such as the Fly Beyond campaign have proven to be popular with travellers and, in the case of Grey Goose, allow it to demonstrate the premium vodka’s versatility.
WDFG UK Liquor Buying Manager Nigel Sandals said: “The campaign has worked particularly well across stores during this festive period. The two new luxury gifts packs exclusive to travel retail are supported by strong visuals and a bold gifting statement on our bars, have ensured customers get into the Christmas spirit.”
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The campaign coincides with December’s launch of two new gift packs: Night Vision and the limited edition Grey Goose chiller |
