Following its global debut in Paris in July, Grey Goose VX has launched in the Pacific region with a promotion at Sydney Airport, in partnership with The Nuance Group.
The activation at Sydney incorporated a branded tasting bar set within the main duty free store, and included in-store glorifiers and a GWP offer of a luxury travel bag. Brand ambassadors were on hand to explain the story behind the brand and engage consumers in a “˜barrel thief’ ritual of extracting the liquid from the decanter.
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The Sydney Airport promotion engaged consumers in a “˜barrel thief” ritual and included sampling of the the new Grey Goose VX expression | |
The new ultra-premium Grey Goose VX expression, combining Grey Goose vodka with drops of Cognac, is described as “a celebration of French craftsmanship and innovation”. It is said that Grey Goose Creator Francois Thibault used his experience as a Maître de Chai and his passion for innovation to mix a spirit drink that “captures precious aromatic notes of orchard fruits, plum, apricot and the mild flavors of wild honey into the remarkable character of Grey Goose vodka.”
Bacardi Global Travel Retail Regional Director Asia Pacific and EMEA Irving Holmes Wong commented: “As an innovative ultra-premium offering, Grey Goose VX has been released in strictly limited allocations to selected premium airport locations and we are delighted to premiere it in the Pacific region through this high-profile activation at Sydney Airport.
“Grey Goose VX intrigues and delights both vodka and Cognac lovers, creating a new drinking occasion and opening up unique new opportunities to engage the sophisticated, affluent traveller seeking the world’s finest spirits experiences. It is through such innovative and memorable brand experiences that we can strengthen the differentiation of travel retail, making the channel an essential destination for this vital and discerning passenger profile. Grey Goose VX is a unique proposition that drives category growth and premiumisation,” he concluded.
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The activation incorporated a branded tasting bar and included in-store glorifiers and a GWP offer of a luxury travel bag | |
