Bacardi Global Travel Retail partners with Dubai Duty Free in Grey Goose Altius launch

Bacardi Global Travel Retail has launched Grey Goose Altius,a new ultra-premium release from the French brand.

Described as an ideal fit for travel retail, Grey Goose Altius is set to make waves in the fast-growing ultra-premium white spirits category, “exuding elevated craftsmanship and aspirational positioning”.

Grey Goose Altius is featured now with Dubai Duty Free at Dubai International Airport, where a glacier-inspired decoupage-layered HPP structure with white light accents, presents a striking backdrop for brand ambassadors to engage travelers with this latest Grey Goose innovation.

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

With ultra-premium vodka forecast to grow at a CAGR of12% over the next three years in travel retail (IWSR 2024), the timing of this strategic launch positions Grey Goose Altius at the vanguard of category growth.

Darragh Ryan, Marketing Director, Bacardi Global Travel Retail, commented, “With Grey Goose Altius, we are delivering a powerful proposition that answers rising demand in the ultra-premium white spirits category. Its prestige cues, stunning presentation, compelling narrative and360° activation strategy provides our retail partners with a rare opportunity to capture high-value conversions and drive category premiumization.”

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

Grey Goose Altius combines single-origin winter wheat from Picardie, the bread-basket of 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 crystallization resulting in a well-rounded spirit with a unique, smooth, velvety mouthfeel.

The resulting vodka has a subtle minerality and an elegant body, offering lemon zest and warm bread notes on the palate, making way for a soft, sweet finish. Grey Goose Altius is best enjoyed simply sipped over ice, and also in cocktails such as the signature serve, the Grey Goose Altius Altini, a simple mix of Grey Goose Altius and a dash of Alpine botanical liqueur.

According to Bacardi GTR, the premium packaging of Grey Goose Altius underscores its luxury credentials and ensures 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; as it turns, the shape refracts through angular glass facets, adding a sense of dynamic movement and depth.

Grey Goose Altius will appeal to affluent international travelers seeking authenticity, story-driven provenance and superlative quality.

A multi-phase marketing campaign supports its travel retail roll-out, delivering impact at every stage of the traveler journey. Key elements include:

·      Digital marketing: Before departure, precision-targeted media placements run on popular travel platforms such as TripAdvisor, Booking.com, with direct-to-traveler email campaigns.

·      Airport and cruise terminal advertising: High-impact OOH adverts strategically positioned throughout key hub airports and at cruise terminals.

·      QR code integration: QR codes positioned at strategic points within stores allow smartphone-carrying travelers to educate themselves about Grey Goose Altius.

·      Instagrammable touchpoints: Alpine-inspired selfie stations complete with mountain props add another layer of interactive fun during the launch period.

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