Travellers who make a qualifying US$99 purchase from Grey Goose can take part in the experience.

Bacardi Global Travel Retail has introduced an immersive virtual reality activation for Grey Goose Altius at Dubai Duty Free, using experience-led storytelling to reinforce the ultra-premium vodka’s positioning in one of the world’s most important travel retail locations.

Running from 7 January to 1 February in Terminal 3, the activation centres on ASCEND by Grey Goose Altius, a multi-sensory VR journey that invites prestige spirits shoppers to explore the inspiration and craftsmanship behind the brand. The experience builds on the successful launch of Grey Goose Altius at Dubai Duty Free in mid-2025, further strengthening the retailer’s role as a showcase for luxury white spirits.

Travellers who make a qualifying US$99 purchase from the Grey Goose range are invited to take part in the experience. Guided by brand ambassadors, participants don VR headsets and are transported from the Dubai skyline to the glacial landscapes that inspired Grey Goose Altius. The virtual flight follows a flock of geese before descending onto a crystal-clear alpine lake, with narration explaining the vodka’s use of pure Alpine spring water and soft winter wheat from Picardie, as well as its distinctive –24°C filtration process designed to replicate natural high-altitude crystallisation.

The journey concludes with a tactile reward, as guests receive a photo of their experience before visiting the on-site bar to enjoy the Grey Goose BUMP serve: a chilled 15ml pour of Grey Goose Altius paired with a sevruga caviar bump.

Aleco Azqueta, Global Vice President of Marketing at Grey Goose, said: “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.”

Darragh Ryan, Bacardi Global Travel Retail Marketing Director, added: “Grey Goose Altius is the pinnacle of luxury vodka, perfectly positioned to lead the category into a new era of more meaningful drinking experiences. With ASCEND by Grey Goose Altius, we have curated a first-of-its-kind sensory activation that invites travellers to explore the brand’s craft and heritage in a way that transcends expectations of the airport journey.”

Visitors will receive a photo of their experience.

Sharon Beecham, Senior Vice President Purchasing at Dubai Duty Free, commented: “At Dubai Duty Free, we are determined to deliver the very best in luxury retail. The ASCEND by Grey Goose Altius activation blends a top-selling vodka with cutting-edge technology to create an unforgettable experience for our customers.”

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