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Grey Goose gets dressed up for the summer

Bacardi Brown-Forman has unveiled a limited edition bottle of its premium vodka, Grey Goose, for summer 2017.

Celebrating the brand’s French heritage and forming part of a wider summer-long campaign on the theme 'great taste is the essence of a summer well-lived', the limited edition Riviera bottle features marinière stripes, inspired by the Nouvelle Vague and the visible brush strokes reminiscent of France’s Impressionist movement.

The limited edition bottle has been launched with an exclusive one month partnership with Harvey Nichols from mid-April and will be rolled out across retailers including Ocado and Waitrose in mid-May.

To support the launch, Grey Goose vodka will champion its summer serve – Le Grand Fizz – through a series of partnerships with festivals and bars across the country, including House Festival, Barclaycard British Summer Time, The Mondrian, Restaurant Ours and Harvey Nichols.

Erwin Van Der Weerden, Northern Europe Grey Goose brand director, comments: “Summer is a key time of year for Grey Goose, both in the on and off-trade – last year, we saw a 5% growth in value across the total trade in summer, and this year, we’re expecting this to grow.

“The new limited edition bottle offers a fresh look for consumers that epitomises summer, reinforces the brand’s French roots and compliments our key summer serve: Le Grand Fizz cocktail. In key accounts where we activated Le Grand Fizz last year, sales of Grey Goose reportedly increased between four and 20 times, demonstrating demand for this light, refreshing cocktail during the summer months, so we’re excited for this to be our focus again this year.

“Through a series of high-profile partnerships and events, we are aiming to align the brand with unmissable experiences this summer – which is paramount to our key millennial audience – and what our new campaign is all about: having a summer ‘well-lived’.”

The new Grey Goose limited edition Riviera bottle has launched in partnership with Harvey Nichols and will be available exclusively for one month at all Harvey Nichols stores nationwide, retailing at £48.00.

From mid-May, the limited edition Riviera bottle will be available from all quality retailers including Ocado and Waitrose from mid-May, with an RRP of £38.00.

25 May 2017 - Sam Coyne The Drinks Report, news editor