First shop-in-shop concept store for super-premium travel retail vodka Grey Goose will be situated in Amsterdam Airport Schiphol.

Featuring an ultra-contemporary design, reminiscent of a bespoke wine cellar and as a nod to the origins of GREY GOOSE vodka in France and the iconic shape of the bottle design and its signature cork. The store is a permanent fixture and reflects the visual identity of the brand’s global advertising campaign – Fly Beyond™. Cool, crisp blue and white/glass colourways, with subtle back-lit lighting combine to create a glow on shelving and bottles – including the 1.5L – while spotlights illuminate the centrally located tasting bar. Two special value added packs featuring bottle chillers or the limited edition taste box featuring the iconic stirrer used in Le Fizz and a cocktail book are also featured.

The concept store is positioned at the front of the main liquor shop enabling maximum visibility from the concourse. Its location is also enhanced by a large illuminated advertising screen outside the main store featuring the GREY GOOSE Fly Beyond campaign. On approaching the store further advertising acts as a call to action, featuring images for the GREY GOOSE signature serve, Le Fizz, a balanced cocktail using ST-GERMAIN® elderflower liqueur and freshly squeezed lime juice to highlight the smooth, round taste of GREY GOOSE Vodka.

Aude Rocourt, Regional Director Europe, Bacardi Global Travel Retail explains: “We are so excited with this concept, which epitomises the luxury aspects of GREY GOOSE vodka. The design reflects an elegant, modern wine cellar and the precision and perfection of the architecture match the luxury in which GREY GOOSE is produced.

“Schiphol is an important location for the brand and it’s great that SAR are bold and enterprising when it comes to partnerships of this kind, enabling us as brand owners to innovate and bring to life the personality of a global iconic luxury brand like GREY GOOSE vodka, creating differentiation with something uniquely new and different for travellers.”

Marc Gatoux, Category Manager Global Liquor & Cigarettes, Schiphol Airport Retail BV comments: “We’re constantly looking to push boundaries in retail presentation to enable brands the freedom to express themselves. With its global recognition and brand positioning, and we are confident the GREY GOOSE store will attract new shoppers from our mix of transit and departing passengers and its location at front of store is designed to entice, build penetration and ultimately conversion through an intimate experience that’s perfectly on brand.”

“With its global recognition and brand positioning, we are confident the Grey Goose store will attract new shoppers from our mix of transit and departing passengers and its location at front of store is designed to entice, build penetration and ultimately conversion through an intimate experience that’s perfectly on brand.”

7

51