Grey Goose Vodka Incorporates Alpine Water and Sub-Freezing Temperatures Into Club-Exclusive ‘Altius’ Bottling

Image may be NSFW.
Clik here to view.

French vodka giant Grey Goose is expanding its luxury-oriented portfolio with a new expression inspired by the snowy caps of the French Alps. Dubbed Grey Goose Altius, the limited-edition vodka blends Alpine spring water with winter wheat harvested from the Picardie region in northern France. Rounding out its chilly influences, the vodka is filtered at "glacial temperatures" of  negative 24 degrees Celsius before bottling. Altius will launch at bars and nightclubs throughout Ibiza, Mykonos, Saint Tropez, Dubai and select U.S. cities throughout 2024. According to the brand, the pricing will left "at the discretion of the venue." Bottles of Grey Goose can range from $35 on the low end to upwards of $1,000 for expressions like VX Exceptionelle. Given its club-exclusive nature, Altius will likely lean toward the expensive side.

“As the quintessential French vodka, it was an obvious choice for us to draw inspiration for our next great innovation from one of the most admired earthly wonders in the country,” Grey Goose Master Distiller François Thibault said in a news release. "For Grey Goose Altius, we worked to develop a liquid with processes reminiscent of the rare phenomena that naturally occur at high-altitude temperatures in the Alps, to bottle the glacial smoothness that the mountains are admired for.”

From its tall-and-slender look to its intricate production process, Altius is attempting to capitalize on the booming "club spirits" category. Over the past few years, bottles like Don Julio 1942 and Clase Azul have captured a lucrative subsection of the market. These are the types of spirits lugged out at the nightclub surrounded by sparklers, purchased on special occasions by guests who don't mind paying way more than the suggested retail price. Though vodka brands like CÎROC and Crystal Head once belonged within this echelon of spirits, the trend has since shifted toward tequila. With luck, Grey Goose will manage to win a few converts with its new show-stopping bottle and sub-zero origin story.

"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," Grey Goose Vice President of Global Marketing Martin de Dreuille said. "Whether toasting to personal milestones, professional victories or just the opportunity to get together with your friends, Grey Goose Altius is designed to bring celebratory occasions to a whole new level.” 

[botmc-promo]