Grey Goose has partnered with actor and DJ Idris Elba as part of the brand’s ongoing campaign around its latest release, Grey Goose Altius. To mark the launch, Elba has released new song Pushing On. Both the song and the vodka are inspired by the “natural luxuries of the French Alps”. 

 

Alongside the track, Grey Goose and Elba have created a short film which reveals the creative process behind the song.  The track and film mark a continuation of Elba’s partnership with Altius — earlier this year, Elba performed a DJ set at the vodka’s launch party in Ibiza. 

 

Grey Goose Altius is inspired by the French Alps, and accordingly is filtered at extremely low temperatures. Speaking on the release, master distiller François Thibault shared: “As the quintessential French vodka, it was an obvious choice for us to draw inspiration for our next great innovation from one of the most admired earthly wonders in the country.

 

“For Grey Goose Altius, we worked to develop a liquid with processes reminiscent of the rare phenomena that naturally occur at high-altitude temperatures in the Alps, to bottle the glacial smoothness that the mountains are admired for.”