Grey Goose VX – a vodka exceptionelle

Bacardi Global Travel Retail has launched an ultra premium expression of Grey Goose vodka that will be exclusive to the travel retail market. Grey Goose VX is described as “a marriage of the original Grey Goose vodka with precious drops of cognac”.

Bacardi 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. 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. 

Francois 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. 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.”

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.  

“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. 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. We are incredibly excited with the result and initial reaction from retail customers is superb.

“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. 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.”

Grey Goose VX is presented in an exquisite decanter made from ‘extra flint’ glass - a glass known for its exceptional quality.  The bottle shape and fine detailing reflect the uniqueness of the spirit, taking inspiration from prestigious French decanters, such as the rounded shoulders and pronounced heavy-set stopper, while still retaining contemporary design cues from the original Grey Goose bottle.

The wave design on the front of the decanter serves as a metaphor for flight, natural geometric design and optimism, and together with its frosted appearance, - achieved through sandblasted glass - further reinforces the handcrafted, artisanal nature of the spirit. 

Grey Goose VX will be released in strictly limited allocations to selected premium airport locations around the world, launching first at Paris CDG with LS travel retail this month. The decanter (1L) is presented in a luxury gift box at UK£89.

10 July 2014 - Felicity Murray The Drinks Report, editor