Bacardi Global Travel Retail has launched the new Grey Goose VX in King Power Duty Free stores at Bangkok Suvarnabhumi Airport, marking the Asia Pacific debut of the new travel retail exclusive.
To celebrate the occasion, Bacardi and King Power hosted a dinner event for the travel retailer’s VIP customers at Maxim’s Bistro in Bangkok on 28 August ahead of the in-store launch on 1 September.
The event offered the group of 30 customers the chance to be the first in the country – and amongst the first in the world – to sample the 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.
The new expression made its global debut at Paris Charles de Gaulle Airport with LS travel retail and will be released in strictly limited allocations to selected premium airport locations.
 |
Grey Goose VX uses Cognac created from grapes from the Grande Champagne cru |
Bacardi Global Travel Retail Regional Director Asia Pacific Irving Holmes Wong explained the opportunity for Grey Goose VX in Thailand and the wider region: “From its initial global launch last month at Paris Charles de Gaulle Airport, it is clear that Grey Goose VX has strong appeal to both vodka and Cognac lovers not only for the sublime quality of the liquid which presents a new drinking occasion, but also the attraction of the beautiful decanter and its French inspired design.
“We were really delighted to witness its appeal at Charles de Gaulle with passengers heading home to Asia Pacific. With increasing numbers of experienced and discerning travellers in Thailand and Asia Pacific, we are passionate about giving them genuinely exciting and disruptive products and experiences to fuel the ongoing relevance of shopping when they fly. Grey Goose VX is a tremendous indication of our ambition to drive differentiation and category growth through the power of our category leading brands.”
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 flavours 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 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 Bacardi-hosted dinner event in Bangkok offered 30 of King Power’s VIP customers the chance to be the first in the country to sample the new ultra-premium Grey Goose VX |
