GREY GOOSE partners with Lagardère Travel Retail to launch ‘Extraordinary Summer’

Bacardi's Grey Goose Riviera activation at CDG epitomizes French summer

Bacardi Global Travel Retail has partnered with Lagardère Travel Retail at BuY PARIS DUTY FREE, Paris Charles De Gaulle airport (CDG), for the global airport launch of its GREY GOOSE® Vodka “Extraordinary Summer” campaign.

This is the first airport location to feature GREY GOOSE Riviera, a limited edition of GREY GOOSE Original Vodka. The GREY GOOSE Riviera bottle symbolizes summer, reinforces the brand’s French heritage and complements Le Grand Fizz, the GREY GOOSE signature cocktail for the summer. The bottle design features marinière stripes, inspired by the Nouvelle Vague, with visible brush strokes reminiscent of France’s Impressionist movement.

Customers receive a GWP of two Grey Goose glasses when they purchase 2 x 1L Grey Goose bottles

Enjoying a prominent concourse location throughout June and July, GREY GOOSE is amplifying its French heritage with “Mediterranean beach vibe meets savoir-faire lifestyle” as its inspiration.

A beach bar with bleached decking, deck chairs, towels, nautical props and the chance to play La Petite Pétanque instantly transform the airport location into a cool satellite of the French Riviera. Huge lightboxes spell out the French heritage of GREY GOOSE as “Vodka Française D’Exception” and “La Distinction Française.” Merchandising is also printed in Mandarin and English.  

Retail ambassadors dressed in effortlessly styled French marinière chic invite shoppers to enjoy Le Grand Fizz, presented in a cocktail glass featuring the iconic goose. Le Grand Fizz combines GREY GOOSE Original Vodka with a mix of elderflower cordial, lime wedges and soda water and is served over ice for the ultimate in light, refreshing summer cocktail drinking.

Shoppers purchasing two 1-litre bottles of GREY GOOSE will receive a complimentary GREY GOOSE cocktail glass.

The Grey Goose Riviera bottle is a limited edition for summer 2017

Aude Bourdier-Rocourt, Regional Director Europe, Bacardi Global Travel Retail, said: “Summer is a key time of year for GREY GOOSE and we want to inspire shoppers to elevate their summer cocktail experience, while reinforcing the brand’s French heritage and having Riviera epitomize summer lifestyle. Who could resist the fun of this happy beach bar scene right in the center of the terminal? Everything about it says ‘it’s summer, relax, have fun, enjoy a long, cool cocktail’. Whether it’s on holiday or at home, this campaign is about creating the desire to have a summer ‘well-lived’.”

Sandrine Verrecchia-Godin, Senior Category Manager, Lagardère Travel Retail added: “This experience is perfectly designed for the summer, emphasising key elements of an elegant cocktail experience. We love how GREY GOOSE has brought to life its French heritage in such an iconic way and this is proving to be very popular with shoppers.”