The French Alps and high-altitude glacial crystallization inspired Grey Goose Altius, a new ultra-premium vodka that's filtered at subfreezing temperatures. "With consumers continuing to choose more premium drinks, we knew there was an opportunity to create a unique vodka that could deliver a new luxury experience inspired by the French Alps, from its bottle design to its liquid and its drink ritual," said VP of global marketing Martin de Dreuille.
This super-smooth vodka is made from Alpine spring water and winter wheat from Picardy in Northern France, and it's said to have a velvety mouthfeel with complex yet delicate notes of green apple, earthy undertones and minerality.
Grey Goose Altius is a club-exclusive expression that's hand-bottled at 40% ABV and individually numbered. It's launching first in premier European destinations like Ibiza, Mykonos and Saint-Tropez, then select United States cities and Dubai.
What's Driving This Trend
- Alpine-inspired Spirits
- Exploring vodkas infused with high-altitude characteristics, driven by the demand for unique luxury experiences.
- Subfreezing Filtration Process
- Adopting filtration methods at subzero temperatures to enhance the smoothness and purity of premium spirits.
- Club-exclusive Expressions
- Introducing hand-bottled and exclusive spirits tailored for upscale nightlife venues, appealing to discerning consumers.
Who This Affects Most
- Luxury Spirits
- The luxury spirits industry can innovate by leveraging regional inspirations and unique filtration processes to create premium products.
- Hospitality and Nightlife
- Hospitality and nightlife establishments have an opportunity to curate exclusive club-only spirits to elevate guest experiences and drive premium sales.
- Global Marketing
- Global marketing professionals can capitalize on the allure of exotic destinations and exclusive launches to enhance brand positioning and appeal to luxury-seeking audiences.
