Grey Goose VX has flown into its own dedicated shop-in-shop at Amsterdam Schiphol Airport, reports Bacardi Global Travel Retail. The ultra-premium vodka with cognac is now the star attraction at the recently opened Grey Goose concept store positioned at the front of the main SAR Schiphol liquor shop.

 

The contemporary store, which includes a centrally located tasting bar, is a permanent fixture and reflects the visual identity of the brand’s global advertising campaign – Fly Beyond. The 1l decanter is presented in a luxury gift box priced at €113 (£89).

 

Aude Rocourt, Regional Director Europe, Bacardi Global Travel Retail, comments, “The shop-in-shop already provides an extraordinary new luxury encounter for the traveller and the arrival of Grey Goose VX injects a unique and innovative new level of luxury into the vodka category experience.

 

“As the leading super-premium vodka in travel retail, Grey Goose has demonstrated the brand’s capacity to lead from the front and, particularly through Grey Goose VX, inspire new perceptions of the vodka category and new opportunities for sales.”

 

She went on, “Working with forward-thinking retail partners who share our commitment to category growth, such as SAR here at Schiphol, we are committed to continuously enhancing the offer through a pipeline of innovations, including travel retail exclusives, that will further differentiate, premiumize and grow the category.”

 

Peter-Jan Rozenberg, Director, Schiphol Airport Retail, adds, “Grey Goose took the opportunity to create an outstanding brand statement in the new shop-in-shop possibility in our latest store concept in Lounge 1 (Schengen) at Amsterdam Airport Schiphol. The brand statement is qualitative, very remarkable for customers and adds value to the customer experience in our store. Besides the massive brand awareness, we do also sell more bottles which connect more customers to our shop and to Grey Goose.”