# Alps-Inspired Vodkas Grey Goose Altius is Filtered at Subfreezing Temperatures By Laura McQuarrie | Published 2024-04-25 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/grey-goose-altius References: [thespiritsbusiness](https://www.thespiritsbusiness.com/2024/04/grey-goose-debuts-ultra-premium-vodka/) & [greygoose](https://www.greygoose.com/en-gl/products/grey-goose-altius.html)  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. ## Trend Insights (Trend Hunter) - Score: 5.0/10 - Popularity: 56% | Activity: 70% | Freshness: 23% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### 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. ## Related on Trend Hunter - [Fruit Essence-Infused Vodkas](https://www.trendhunter.com/trends/grey-goose-essences-1.md) - [Aurora-Inspired Vodka Bottles](https://www.trendhunter.com/trends/grey-goose-bottle.md) - [Versatile Berry-Forward Vodkas](https://www.trendhunter.com/trends/grey-goose-berry-rouge.md) - [Branded Homemade Alcoholic Beverages](https://www.trendhunter.com/trends/vodka-lime-and-soda.md) - [Ultra-Distilled Premium Vodkas](https://www.trendhunter.com/trends/lex-by-nemiroff.md) - [Elevated Tennis-Inspired Cocktails](https://www.trendhunter.com/trends/grey-goose-raspberry-lemonade.md) - [Super-Smooth Premium Vodkas](https://www.trendhunter.com/trends/white-claw-premium-vodka.md) - [One-Brand Vodka Martini Bars](https://www.trendhunter.com/trends/grey-goose-martini-bar.md) - [Dance-Centric Vodka Martini Ads](https://www.trendhunter.com/trends/vive-le-martini.md)