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FIRST LOOK: Grey Goose Interpreted by Ducasse; Exclusive launch at Paris airports

FIRST LOOK: Grey Goose Interpreted by Ducasse; Exclusive launch at Paris airports

GREY GOOSE, the world’s leading super premium vodka, has pioneered a new category within the vodka segment with the introduction of GREY GOOSE Interpreted by Ducasse: vodka with toasted wheat extract using the finest French ingredients, that can be enjoyed after dinner, not as a nightcap, but as the beginning of the rest of the night.

Duty Free & Travel Retail is the first market to launch GREY GOOSE Interpreted by Ducasse globally and is partnering with Aelia at Paris Charles De Gaulle and Orly airports in a one-month European-exclusive, launching 1 July.

Born out of a collaborative process between GREY GOOSE Maître de Chai François Thibault and Michelin-starred chef Alain Ducasse, GREY GOOSE Interpreted by Ducasse gives rise to a new trend aptly named ‘Vodka Gastronomique’. Many consumers are now using dinner as the launch pad for the rest of their night, which may well continue within the same venue.

Mike Birch, Managing Director, Bacardi Global Travel Retail, is delighted to be leading the launch of this latest innovation: “Super premium vodka under-indexes in Travel Retail and, as category leader, we are committed to pioneer in re-energising vodka and expanding the category boundaries, just as we did with GREY GOOSE® VX last year. GREY GOOSE is synonymous with innovation and we are confident that shoppers will respond enthusiastically to this stunning proposition, which plays straight to the heart of the key purchase motivators of discovery and exclusivity and drives new drinking occasions through clear relevance to their lifestyles.

GREY GOOSE Interpreted by Ducasse is unique, exquisitely presented in an elegantly crafted wooden gift box and has the quality, appeal and versatility to unlock new drinking occasions. The combination of the brand’s global appeal and the outstanding retail expertise of Aelia makes us confident that it will appeal to affluent consumers at the second stage of luxury looking for interesting and unusual purchases with authentic, premium brand intrinsics.”

Alain Ducasse was invited to work with GREY GOOSE Maître de Chai François Thibault as he not only shares the same passion for the finest French ingredients but also for extraordinary taste experiences. One of the world’s most decorated chefs, Alain Ducasse is currently at the helm of three restaurants, each awarded three Michelin stars, in Monaco, Paris and London. Known not only for his incomparable cuisine, Alain Ducasse has created innovative dining concepts reflecting international influences and consequently has earned a global reputation for phenomenal cuisine.

François Thibault and Alain Ducasse’s shared passion for flavour gives them an expert understanding of how a flavour can be subtly controlled through different toasting techniques. It was this fascination that led them to the unique and distinctive assemblage of three different hand batch roasts of French winter wheat, wheat being the main ingredient from which all GREY GOOSE is made, to produce GREY GOOSE Interpreted by Ducasse, with its rich, dark, complex flavour for that post dinner moment.

Inspired by this roasting process and the rise in artisanal coffee houses, GREY GOOSE Brand Ambassador Joe McCanta looked at the post – dinner drinking occasion when coffee is normally served and developed a disruptive, new serve that recognises the artistry of both the barista and mixologist. GREY GOOSE Dans Le Noir is a combination of GREY GOOSE Interpreted by Ducasse and cold brew artisanal coffee poured over ice.This method is unique in allowing for the aromatics of the coffee to be efficiently extracted without the harsh tannin present. The roasted coffee and toasted wheat in GREY GOOSE Interpreted by Ducasse perfectly complement each other.

Following the launch promotion in Travel Retail, GREY GOOSE Interpreted by Ducasse will be released to a select portfolio of leading international airport locations and is also being allocated to a selection of prestigious bars and fine dining locations in Paris, London and New York.

GREY GOOSE Interpreted by Ducasse is on sale with Aelia at €79.90 (70cl).

Match your journey to the travel retail along your route with www.dutyfreehunter.com

TASTING NOTES: For the nose, the aromatic balance is delicate and seductive: all the toasted notes are harmoniously blended together; first the taste of brioche, the scent of fresh bread along with more intense notes of roasted almonds, coffee and chocolate. The taste is subtle, yet the almost sweet effect develops the same notes in the after taste, the finish is lasting and rich.

Each of the three roasts brings unique aromatic qualities to the final liquid:

Légèrement – fresh vanilla and floral notes
Moyennement – toasted brioche, toffee, almonds
Intensément – rich, dark chocolate, espresso, cooked walnuts.

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  • Dhananjay Dixit - 6 years ago

    I tasted this excellent fusion at Frankfurt airport and it was astounding!

  • Enrique - 5 years ago

    Is the flavour same as the original grey goose?