The glacier-inspired decoupage-layered HPP structure at DXB for Grey Goose Altius.

Bacardi Global Travel Retail’s new Grey Goose Altius is making an ultra-cool debut with Dubai Duty Free at Dubai International Airport (DXB).

The brand has deployed a striking glacier-inspired decoupage-layered HPP structure at the hub complete with white light accents and brand ambassadors on hand to assist curious shoppers.

Additional launches are planned at selected international airports and onboard cruise lines later this year.

“With Grey Goose Altius, we are delivering a powerful proposition that answers rising demand in the ultra-premium white spirits category,” said Darragh Ryan, Marketing Director, Bacardi Global Travel Retail.

“Its prestige cues, stunning presentation, compelling narrative and 360° activation strategy provides our retail partners with a rare opportunity to capture high-value conversions and drive category premiumisation.”

The single-distilled 40% ABV vodka is chilled and filtered at glacial temperatures of -24°C to create a natural ice crystallisation.

The new ultra-premium release is described by Bacardi GTR as an ‘ideal fit for travel retail’, due to its aspirational positioning.

Indeed, Grey Goose Altius has been strategically launched to capitalise on the growth of ultra-premium vodka, which is forecast to grow at a CAGR of 12% over the next three years in travel retail (IWSR 2024).

“Our ambition at Dubai Duty Free is to bring a constant pipeline of exciting, prestige innovation for our discerning customers,” said Sharon Beecham, Purchasing Manager at Dubai Duty Free.

“The launch of Grey Goose Altius and the visual attraction of the packaging together with the eye-catching impact of the HPP sits perfectly within this strategy and we are delighted with the response it has received.”

The HPP has been well received at DXB, according to Sharon Beecham, Purchasing Manager at Dubai Duty Free.

Grey Goose Altius combines single-origin winter wheat from Picardie, France, with pure, alkaline-rich spring water sourced from the French Alps.

The single-distilled 40% ABV vodka is chilled and filtered at glacial temperatures of -24°C to create a natural ice crystallisation.

This, says Bacardi GTR, results in a ‘well-rounded spirit with a unique, smooth, velvety mouthfeel’.

The resulting vodka is described as having a subtle minerality and an elegant body, offering lemon zest and warm bread notes on the palate, leading to a soft, sweet finish.

Left: Grey Goose Altius is hand bottled and individually numbered. Right: The HPP at DXB.

The premium packaging of Grey Goose Altius has been designed to amplify its luxury credentials and ensure it stands out on the shelf.

Hand bottled and individually numbered, the clear, tall bottle features a metallic silver stopper, a silver collar etched with fine detailing and a paper seal beneath it. A mountain shape is revealed in the punt on the bottom of the bottle.

Bacardi GTR envisions that the vodka will appeal to ‘affluent international travellers seeking authenticity, story-driven provenance and superlative quality’.

Further to the DXB debut, additional launches for Grey Goose Altius are planned at selected international airports and onboard cruise lines later this year.  

There’s a multi-phase marketing campaign supporting the travel retail roll-out.

Key elements of this include digital marketing, reaching travellers before departure, with precision-targeted media placements running on popular travel platforms such as TripAdvisor, Booking.com, and direct-to-traveller email campaigns.

Airport and cruise terminal advertising comes to life with high-impact OOH adverts that are strategically positioned throughout key hub airports and at cruise terminals.

Additionally, QR codes are positioned at strategic points within stores, which travellers with smartphones can scan to find out more about the new launch.

Instagrammable touchpoints such as the Alpine-inspired selfie stations complete with mountain props, bring the fun factor.

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