Following its successful global launch in Paris in July, Grey Goose VX has now launched in the US at Los Angeles International Airport and Las Vegas McCarran International Airport.
A new ultra-premium expression combining 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.
With feature concourse activations outside the main stores, in-store glorifiers and branded light boxes, Grey Goose VX has a strong presence at both of these key US airport locations.
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The Grey Goose VX activation at LAX and Las Vegas McCarran (pictured) is among the largest experiential activities Bacardi has ever activated in the Americas travel retail market |
Grey Goose brand ambassadors lead the consumer engagement, explaining the story behind the brand while creating the perfect serve, wearing white gloves as they extract the liquid from the decanter using elaborate glass pipettes.
Bacardi Regional Director, Americas Global Travel Retail Geoff Biggs said: “These are among the largest experiential activities Bacardi has ever activated in the Americas travel retail market – a key region for Grey Goose as leader of the super-premium vodka category in both the US domestic market and in travel retail. This is an important strategic channel for us to share our brand stories and to introduce consumers to exciting innovation such as Grey Goose VX.
“With Grey Goose as a clear leader of super-premium vodka, it is best placed to lead the growth of the vodka category in travel retail. We believe Grey Goose VX is a disruptive category innovation as witnessed by the incredibly positive reaction of shoppers.”
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Grey Goose brand ambassadors are key to leading the consumer engagement |
