June 12 2018  |  Spirits & Tobacco

Grey Goose journeys through the French Riviera with limited-edition bottle

By Mary Jane Pittilla

The 2018 Grey Goose Riviera bottle design features playful blue and white parasols, evoking the casual glamor of the French Riviera in summer

Launching now across global travel retail is the 2018 limited-edition Riviera bottle from Grey Goose vodka that celebrates the summer spirit of the French Riviera.

The new Riviera bottle will play center-stage in a dynamic shopper engagement campaign at key airports this summer.

Several airports including Mumbai and Paris Charles de Gaulle will be buzzing with French Riviera vibes as shoppers are invited on a leisurely cycle-ride through the Riviera, aiming to drive demand for Grey Goose vodka in-store.

Designed by renowned illustrator Quentin Monge, the 2018 bottle design is the latest instalment in the Grey Goose Riviera series. It pays homage to the brand’s French heritage and reflects Monge’s signature stylishly whimsical take on his scenic home region of Provence.

Imbued with a strong sense of place, the design features playful blue and white parasols, evoking the casual glamor of the coastline.

Monge drew inspiration while relaxing on the beach in Saint Tropez. “I grew up on the beach and would always build huts under my parasol with everything I could find, from towels to floating wood,” he said.

The key serve being sampled in-store is Grey Goose Le Grand Fizz. Made with fine French ingredients, this twist on the vodka soda is easy to make and is designed to elevate summer drinking occasions.

Launching in June, the airport campaign invites shoppers to hop on a bike and cycle their way through the French Riviera – as imagined by Monge in an animated digital montage. Photos and video can be shared on social media platforms as an instant postcard from their journey.

Mike Birch, Managing Director & Vice President - Global Travel Retail and Commercial Development, said: We’re extremely excited with the 2018 airport campaign for Grey Goose vodka, our best yet in bringing to life the French Riviera in a way that creates maximum fun and positive disruption, designed to drive demand for Grey Goose in-store.

“The new limited-edition bottle epitomizes French heritage and summertime vibes and, with similar domestic market campaigns running globally, there will be high consumer awareness of Grey Goose as the ultimate partner for a great summer cocktail.”

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