Vice President Gray Goose North America, Aleco Azqueta celebrates the model’s anniversary and the vodka class’s roaring comeback. We requested Aleco what he thinks the following 25 years maintain for the vodka class.
Inform us what’s new and thrilling at Gray Goose?
We’ve simply wrapped one other thrilling US Open because the official vodka of the match, the place we’ve had the privilege of serving thousands and thousands of Honey Deuce cocktails during the last 16 years. This yr, to construct on our present programming, we introduced our well-known US Open Suite to the metaverse for our first ever activation on this digital area. The Gray Goose US Open MetaVIP Lounge was out there to followers throughout the globe to expertise in the course of the match, full with interactive video games and an opportunity to win tickets to the Gray Goose suite on the US Open subsequent yr. Everyone knows the Metaverse is turning into more and more standard for folks throughout demographics, and we wish to attain these audiences in a manner that’s genuine to them.
This yr, we additionally up to date our e-comm extension of the Honey Deuce. Whereas we’ve beforehand provided a cocktail equipment for followers to make the long-lasting serve at house, this yr, we needed to make it even simpler to have fun, so we launched the Honey Deuce Categorical. Obtainable to Manhattan and Brooklyn residents, the pre-mixed, canned model of the cocktail arrived chilled and able to get pleasure from for similar day supply.
Discuss to us about lately celebrating Gray Goose twenty fifth yr anniversary.
Gray Goose had a exceptional first decade available on the market, transcending the vodka class to change into an icon unto itself. Whereas a slight lull in gross sales adopted into the mid 2010s, this yr, the model has had a lot to have fun. For its twenty fifth yr anniversary, Gray Goose is experiencing a marked resurgence, with gross sales leaping to figures the model hasn’t seen since 2013. Due to a breadth of programming that touches key cultural contact factors, in addition to our robust relationships with commerce companions, Gray Goose has entered its latest chapter as a class chief as soon as once more. We simply held an unimaginable occasion at Tales of the Cocktail the place leaders within the commerce had been handled to an occasion that highlighted the final 25 years in spirit developments, specializing in Gray Goose vodka’s main position.
Whereas developments have come and gone during the last 25 years, shoppers nonetheless respect the graceful consistency of Gray Goose. We’re proud to supply the identical actual recipe, developed by our cellar grasp François Thibault, that customers fell in love with greater than 20 years in the past. Even now, Gray Goose consists solely of soppy winter wheat from Picardie, and spring water from Gensac within the Cognac area, and Thibault tastes each batch to make sure the very best high quality and consistency yr over yr.
Over the previous few years, the model has launched new campaigns and programming, give us among the highlights.
For sure, our most enjoyable launch in recent times has been Gray Goose Essences, our line of lower-ABV, with pure flavors. Designed to satisfy the wants of drinkers who needed decrease alcohol cocktails, made with the perfect elements, that had been nonetheless brimming with taste, Gray Goose Essences is obtainable in three expressionswith actual fruit and botanical essences. To introduce the road, we launched the IN BLOOM live performance collection, impressed by the blooming and botanical world of Gray Goose Essences. Final yr, we labored with GRAMMY-winning artist SZA on a digital expertise, and this previous summer season, we had been excited to carry IN BLOOM to the true world with a stay efficiency from Kehlani in NYC.
Moreover, we’ve been thrilled to accomplice with the Recording Academy because the official vodka of the GRAMMYs. Final yr, we celebrated the inaugural yr of the partnership with a talent-backed content material collection, partnered with Peter Dundas to design a bespoke, martini cocktail-inspired purse for Paris Hilton’s red-carpet look, and a lot extra. Particulars of our 2023 GRAMMYs programming will likely be coming quickly, however you may wager we plan to return again even greater and higher.
Why is the time ripe for the model’s resurgence into the limelight?
Two years in the past, when lockdowns had been starting to ease, shoppers had been desirous to get again exterior and prioritized reconnecting with associates. In response to Bacardi Insights & Analytics, there was a 50% enhance in demand for vodka-based cocktails within the on-premise throughout this era, and 25% of all orders had been conventional Martini cocktail glass serves (e.g., the Espresso Martini Cocktail). Individually, ‘90s and early aughts cultural developments had been turning into ever-popular, and premiumization was trending throughout the board, with gross sales skyrocketing throughout each luxurious class. We made positive we had been capitalizing on these developments via our advertising and marketing combine.
Mixed, these completely different parts created the right storm for Gray Goose to as soon as once more change into not solely the vodka, however the spirit, du jour.
What’s been occurring within the vodka class over the previous 25 years since Gray Goose launched?
Vodka is by far the most well-liked spirit available on the market, accounting for over ⅓ of all alcohol sale based on Statista. Nevertheless, its popularity has modified significantly during the last 25 years. When Gray Goose vodka first hit the market, specialty Martini cocktail glass serves and flavored vodkas had been all the fashion (assume Cosmos, Apple Martini Cocktails, and many others.). Then, the craft cocktail scene boomed, and vodka was ignored for brown or agave-based spirits. With the resurgence of the Martini cocktail, vodka primarily based RTDs, and lighter spritz choices, the developments are shifting again in direction of vodka.
All through all of the fleeting fads, Gray Goose has remained a shopper standby attributable to its iconic stature and easy product.
The place do you see the class headed?
Persons are nonetheless ingesting vodka, simply in several methods. Lots of the main RTDs are vodka primarily based and we imagine that is truly very constructive for the vodka class as there is a chance for these drinkers to graduate to extra subtle vodka cocktails. In response to the IWSR, premium spirits gross sales are anticipated to extend over 25% by 2025. Given Gray Goose is the main tremendous premium vodka in management states (based on the NABCA) we really feel that the longer term may be very vibrant for us.
What’s necessary for bartenders to learn about Gray Goose vodka?
Because the curiosity in premium spirits continues, the standard of Gray Goose speaks for itself. For 25 years, we’ve remained a bartender favourite as a result of our product is made with revered elements and makes use of a single distillation course of to make sure a easy mouthfeel. With a wealthy and spherical physique, notes of recent baked bread, almond on the palate, and an exquisite fragrant nostril of citrus, Gray Goose gives a easy canvas for any cocktail or event.
Discuss to us about mixing with Gray Goose Vodka.
Gray Goose is the right canvas for any cocktail, from the basic to the artistic. Made with solely winter wheat and spring water and distilled simply as soon as to protect the integrity of those pure elements, Gray Goose vodka gives a really easy and balanced base for different elements to additional construct on.
What are bartenders doing with vodka lately? How have vodka cocktails advanced?
It’ll come as no shock that martinis are having a resurgence. We first observed this uptick final yr, when “Martini cocktail recipes” averaged over 60K natural Google searches a month. Bartenders are experimenting with this pattern a lot in order that many on-premise accounts are actually dedicating complete pages of their menus to varied Martini cocktail recipes! As lovers of the long-lasting cocktail ourselves, we’re excited to see so many individuals undertake the drink as their very own, and luxuriate in it nevertheless they like, eschewing the normal stereotypes which have lengthy been related to the Martini cocktail within the course of.
What does Gray Goose Vodka have coming down the pike?
Now we have so many nice packages launching within the subsequent few months. We’re not fairly able to make any bulletins, however for now, let’s simply say we’re trying ahead to celebrating the vacation season in fashion, and elevating a glass to music’s largest night time in the course of the 2023 GRAMMYs, the place we’ll be celebrating the second yr because the official vodka of the ceremony. Keep tuned for extra to return.
