Following its official launch in Paris in July and a series of high profile European and Asian roll-outs Grey Goose VX has now touched down at Sydney International Airport, in partnership with Nuance.

 

The ‘vodka exceptionelle’ – a marriage of Grey Goose vodka and premium cognac distilled from exclusive grapes – is being presented to travellers via a branded tasting bar set within the main duty free store.

 

The activation includes in-store glorifiers and a special luxury travel bag GWP, with Grey Goose Brand Ambassadors on hand to introduce the product and the story behind the brand.

 

Additional theatre is delivered through the creation of ‘the perfect serve’, with uniformed and white-gloved staff carefully extracting the liquid from the decanter using the ‘Barrel Thief’ ritual.

 

Irving Holmes Wong, Regional Director Asia Pacific and EMEA, Bacardi Global Travel Retail comments, “As an innovative, ultra-premium offering Grey Goose VX has been released in strictly limited allocations to selected premium airport locations and we are delighted to premiere it in the Pacific region through this high profile activation at Sydney International Airport.

 

“Grey Goose VX intrigues and delights both vodka and cognac lovers, creating a new drinking occasion and opening up unique new opportunities to engage the sophisticated, affluent traveller seeking the world’s finest spirits experiences. It is through such innovative and memorable brand experiences that we can strengthen the differentiation of travel retail, making the channel an essential destination for this vital and discerning passenger profile. Grey Goose VX is a unique proposition that drives category growth and premiumization.”