GREY GOOSE ADDS “BOULANGERIE TASTING EXPERIENCES”
AT THE US OPEN AND OTHER NY LOCATIONS

BY ALICE FORSTEAD

Ever in search of new audiences and consumers, premium liquor brands are increasingly combining product rollouts with signature events, in which interested buyers and/or contest winners can do things like tour French châteaux, attend the Cannes Film Festival courtesy of Louis XIII cognac, or learn the secrets of single-barrel distilling in the windswept islands of Scotland. Grey Goose, the premium vodka brand owned by Bacardi, announced a novel variation on the experiential theme this spring when it added 20 often beach-based pop-up locations to a larger marketing effort it dubs Boulangerie Bleue.

The idea is to transport consumers to the French Riviera via a “secret entrance” through a traditional French bakery, and was inspired by brand founder and maître de Chai (Cellar Master) François Thibault, who challenged convention in 1997 by creating vodka from winter wheat from Picardie (known as the “bread basket of France”). His wheat distillation is famed for not creating undo heat on the palate, which makes it both smooth as an on-its-own sip or an ideal accompaniment to summer cocktails.

Appearing in cities and summer hot spots around the world, Boulangerie pop-ups and trucks give visitors the opportunity to enjoy a summer experience that includes French fare, libations, and music. Open from day ‘til night, they will partner with leading chefs to offer curated brunch, lunch, and dinner dining, paired strategically with and showcasing Grey Goose. Area locations will include pop-ups at The United States Open in Forest Hills and as yet unannounced locations in the Hamptons (along with international spots in Cannes, Ibiza, and Marbella). Admission to the clubs will, at least for the moment, be only available via invitation, but visit greygoose.com for more information.