Grey Goose UK Launch

When we were briefed to launch Grey Goose in the UK, it was the only vodka brand produced in France from French ingredients. It had also been voted the world's best tasting vodka. The outstanding taste derived from its association with the Cognac region where it was produced. Grey Goose was, in essence, offering a luxury vodka experience, so the launch we created and managed was designed to emphasise both its luxury credentials and its French provenance.

The launch took the form of a month of lunches and dinners held three times a week in the private dining room of Marco Pierre White's Mirabelle restaurant in London. Working with the head chef and sommelier, we created sumptuous French-themed menus to reference Grey Goose's provenance and the craft that goes into its ingredients and distillation.

All bar owners, bar managers, bartenders and key influencers received a lavish invitation. The lunches for bartenders focused on communicating Grey Goose's premium ingredients and production methods. The dinners - reserved for bar owners, bar managers and the press - had the additional element of guest speakers, such as the head of Saatchi & Saatchi's Lovemarks, who explored the business benefits of aligning with luxury brands.

Twenty people were invited to each event and, over the course of the month, virtually the entire top-end of the UK trade had attended and experienced this exclusive event devoted to exploring the essence of luxury.