Grey Goose details plan to make brand more accessible

Grey Goose is readying its first multi-year marketing campaign to make the super-premium brand more accessible, a move it hopes provides reprieve from the increasingly fragmented vodka category.

The “Fly Beyond” campaign launches nationwide later this month (28 October) and promotes the field-to-bottle provenance of the Grey Goose brand. The vodka maker has drafted in Hollywood director Nicolas Winding Refn to make a short film depicting the origins of the brand and its creator François Thibault.

It attempts to highlight how Thibault’s background as a Cognac master influenced the choices he made when developing the drink. Since it was first introduced in 1996, the Bacardi-owned brand has opted against showcasing its provenance at scale, instead relying on its super-premium status to resonate with drinkers.

Interest from younger drinkers in the craft of alcohol brands is growing, according to Grey Goose, forcing it to adopt a more “extrinsic” approach to marketing its reputation for “exceptional quality”. Where the drink’s “the world’s best tasting vodka” strapline focuses on its premium credentials, the upcoming “Fly Beyond” activity offers more opportunity for drinkers to identify with the brand, the company claims.

The campaign will be supported by updates to the brand’s on-trade merchandise, experiential activity alongside a social media drive to recruit advocates.

Lyle Tick, senior global category director for Grey Goose, says premium vodka has become a bar staple in recent years and consumers are starting to see it as a drink to be savoured. Rival Belvedere has also noticed the shift and has been ramping up its presence across high-end UK bars throughout the year.  

Flavoured vodka and the resurgence of cocktails are currently driving the category and Tick says 2014 initiatives will look to exploit both trends in a “controlled” and “precise” way.

He adds: “We’re operating in a vodka market where people are still buying products but want to know they’re getting value for money. We haven’t articulated our philosophy in the past and have been too inwardly focused with our marketing. “Fly Beyond” allows us to change and tap into their ambitions. We’re using [the strategy] to assert our market leader status on an increasingly fragmented category.”

It comes at a time when the UK’s consumption of the spirit, which currently stands at around 9 million cases, is set to fall by 4 per cent by 2016, according to Vineexpo. Despite the projected dip, premium vodka sales are set to grow over the period.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here