Grey Goose VX is presented in an exquisite decanter made from ‘extra flint’ glass - a glass known for its exceptional quality. This is a serious demonstration of how Bacardi and Grey Goose, as category leader, can shape the future as part of our continuing commitment to drive premiumisation, differentiation and growth across the spirits categories.”
“Francois Thibault’s expertise as Maitre de Chai, working and living in the cognac region, combined with his pursuit for new and exciting experiences, opens a radical avenue of opportunity and a new drinking occasion for vodka type products. We are incredibly excited with the result and initial reaction from retail customers is superb. Innovation has tended to rely on flavours and, while we have several great flavours with Grey Goose, we wanted to create something truly disruptive in this category. “The vodka category in global travel retail hugely under-indexes (c.10%) versus domestic markets average (18% white spirits) and there is room for shopper trade up vs other spirits categories. Grey Goose VX (40% ABV) is positioned as a sipping vodka with the addition of cognac creating a new occasion, as Mike Birch, MD Bacardi Global Travel Retail explains: “This really is a significant step change for the vodka/white spirits category, creating a truly innovative and exceptional ultra-premium offering to enhance and expand the vodka experience for luxury spirits connoisseurs across white and dark categories.
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.” The ‘VX’ in the name stands for ‘vodka exceptionelle’ because the vodka contains cognac produced from grapes exclusively from the Grande Champagne cru Cognac region.įrancois Thibault, the creator of Grey Goose, used his experience as a cognac Maitre de Chai to this latest invention: “From its creation, Grey Goose has always pioneered into new and exciting territory. Grey Goose VX is described as “a marriage of the original Grey Goose vodka with precious drops of cognac”.īacardi says it believes there is a significant growth opportunity beyond vodka in travel retail and has huge ambitions for the Grey Goose brand as a category leader. Bacardi Global Travel Retail has launched an ultra premium expression of Grey Goose vodka that will be exclusive to the travel retail market.
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