BACARDI GLOBAL TRAVEL RETAIL is captivating travellers at Dubai Duty Free this January with the debut of ASCEND by GREY GOOSE ALTIUS®, an exclusive virtual reality experience designed to elevate the ultra-premium vodka’s presence at the leading travel retail location for GREY GOOSE® vodka.
Running from January 7- February 1, 2026, in Dubai Duty Free, Terminal 3 and marking the first of its kind for the French ultra-premium vodka, ASCEND by GREY GOOSE ALTIUS is designed as a multi-sensory brand engagement opportunity for Prestige Spirits enthusiasts. The activation builds on the highly successful launch of the ultra-premium GREY GOOSE ALTIUS® at Dubai Duty Free in mid-2025, cementing the UAE travel retailer’s position as a valuable showcase for luxury white spirits.
To embark on this 4D VR journey, travellers need to make a qualifying purchase of US$99 in Dubai Duty Free on any product from the GREY GOOSE range. Guided by brand ambassadors, guests embarking on ASCEND by GREY GOOSE ALTIUS are virtually transported from the iconic Dubai skyline to the pristine glacial landscape that inspired the creation of GREY GOOSE ALTIUS.
Following a flock of geese, the virtual flight descends upon a crystal-clear lake as the narrator highlights key attributes and the meticulous crafting of GREY GOOSE ALTIUS:
Its unique recipe of pure Alpine spring water and softest winter wheat from Picardie.
The spirit’s sub-freezing –24°C filtration process, recreating the natural effect of high-altitude crystallization that happens at glacial temperatures.
This rigorous process yields an elegant, smooth vodka, which is then hand bottled and individually numbered, ensuring exceptional quality and distinction for perfect GREY GOOSE dry martini cocktails* to elevate every stylish occasion.
Once the journey is over, guests receive a photo of their ASCEND experience, followed by a visit to the on-site bar to enjoy the GREY GOOSE BUMP signature serve: a chilled 15ml pour of GREY GOOSE ALTIUS luxuriously paired with a sevruga caviar bump in a refined and indulgent ritual.
Aleco Azqueta, Global Vice President of Marketing, GREY GOOSE, comments, “GREY GOOSE ALTIUS reflects our ambition to continue evolving the brand through elevated, experience-led moments. Creative expressions like ASCEND BY GREY GOOSE ALTIUS bring that vision to life through distinctive storytelling, creating a deeper connection with consumers, especially as a welcome surprise pop-up here at Dubai International Airport.”
“GREY GOOSE ALTIUS is the pinnacle of luxury vodka, perfectly positioned to lead the category into a new era that embeds it into the growing cultural trend for consumers opting for higher-end, meaningful drinking experiences and Dubai Duty Free is an exemplary location to lead that opportunity,” remarks Darragh Ryan, Bacardi Global Travel Retail Marketing Director. “With ASCEND by GREY GOOSE ALTIUS, we have curated a unique, first of its kind intensely sensory experience inviting consumers to indulge and explore the brand’s rich craft and heritage in a way that transcends their expectations of the airport journey.”
Sharon Beecham, Senior Vice President, Purchasing, Dubai Duty Free. “At Dubai Duty Free, we’re determined to provide the best in luxury retail. The ASCEND BY GREY GOOSE ALTIUS activation is a testament to this, blending our top-selling vodka with cutting-edge technology to deliver an unforgettable, world-class experience.”
* Adding to the enduring allure of GREY GOOSE vodka, the Dry Martini is a consistent top 10 favorite cocktail amongst consumers, as confirmed in the Bacardi Cocktail Trends Report 2026.
