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.
Alps-Inspired Vodkas
Grey Goose Altius is Filtered at Subfreezing Temperatures
Trend Themes
1. Alpine-inspired Spirits - Exploring vodkas infused with high-altitude characteristics, driven by the demand for unique luxury experiences.
2. Subfreezing Filtration Process - Adopting filtration methods at subzero temperatures to enhance the smoothness and purity of premium spirits.
3. Club-exclusive Expressions - Introducing hand-bottled and exclusive spirits tailored for upscale nightlife venues, appealing to discerning consumers.
Industry Implications
1. Luxury Spirits - The luxury spirits industry can innovate by leveraging regional inspirations and unique filtration processes to create premium products.
2. Hospitality and Nightlife - Hospitality and nightlife establishments have an opportunity to curate exclusive club-only spirits to elevate guest experiences and drive premium sales.
3. 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.