Bacardi-Martini Australia has launched its latest vodka into the Australian market, the GREY GOOSE Altius. Drawing inspiration from the French Alps, the limited edition release was made using Alpine Spring water and winter wheat from Picardie. This was then filtered at -24°C, resulting in a glacially smooth taste and velvety mouthfeel.
“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,” said Francois Thibault, Master Distiller.
“For Altius, we worked to develop a liquid with processes reminiscent of the rare phenomena that naturally occurs at the high-altitude temperatures in the Alps to bottle the glacial smoothness that the mountains are admired for.”
Every bottle of GREY GOOSE Altius has been hand-bottled and individually numbered. According to the distillery, consumers should expect a complex palate that displays delicate alpine minerality, soft green apple notes and a unique earthy undertone.
To begin with, GREY GOOSE Altius has been launched into Australia’s on-premise, with pricing determined at the discretion of the venue.
Drinks Trade recently asked Luiz Schmidt, Managing Director of Bacardi-Martini Australia, what role prestige releases such as GREY GOOSE Altius and Patrón Alto have for the company.
“Obviously the commercial part comes as a result of it, but it certainly helps to generate an even more premium halo effect for brands like Patrón,” said Schmidt.
“To your point, Patrón is a well-established tequila brand that is massive in the US - it's still the leading super premium tequila in that market. But obviously, as you become more popular, it has an impact in terms of the equity, so brands such as Patrón El Alto, which is just a prestige entry, it definitely would help us to elevate the credentials of all Patrón, and that luxury prestige halo effect will certainly support the branding into the future.”
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