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Bacardi U.S.A. Inc., Coral Gables, Fla., will launch Grey Goose VX (Vodka Exceptionnelle) in the U.S. market this fall. Finished with a hint of Cognac, the vodka was inspired by the spirit-making traditions of the Grey Goose brand’s creator and Maître de Chai François Thibault.
Thibault’s passion for crafting spirits began as a cellar master in Cognac, France, and led him to create Grey Goose vodka. By delving deeper into his expertise, Thibault has created a unique new expression of Grey Goose that draws from past tradition. The Cognac in the resulting spirit was made by Thibault exclusively for Grey Goose VX. It was crafted with grapes from the Grande Champagne region, including a rare harvest from the Grey Goose brand home of Le Logis, and aged in hand-selected old cask barrels made of Limousin oak for up to two years.
“I am inspired by both the authentic and the innovative, drawing from the best of the past to create something new and meaningful,” Thibault said in a statement. “This is how Grey Goose VX came to be. I’ve carefully selected only the most precious and exquisite Cognac, and the intricate marriage of this with Grey Goose vodka results in a rich and complex nose with hints of white fruit blossom, plum, apricot, light citrus and wild honey, followed by a long, lingering finish. This is a very special liquid, which can only be produced in limited quantities to uphold its superior character. It is truly unique and luxurious — a celebration of French craftsmanship.”
Grey Goose VX is best enjoyed on the rocks in a snifter glass or served chilled and neat, the company suggests. The spirit is presented in a decanter made from extra flint glass. Taking inspiration from fine French spirit decanters, the Grey Goose VX bottle boasts a custom shape with upscale detailing and is topped with a collectible bottle stopper.
“Grey Goose VX delivers a new luxury experience for the spirits connoisseur, seamlessly marrying the distinct character of Grey Goose vodka and fine cognac,” said Lyle Tick, vice president and managing director for Grey Goose vodka, in a statement. “It’s a celebration of the new and the old, of authenticity and innovation, and the result is something very special.”
Grey Goose VX will be produced in limited quantities each year and will be available in select markets at fine restaurants, nightclubs and bars starting Sept. 1. In the nightclub channel, Grey Goose VX will be unveiled through an innovative new VIP bottle-to-table service experience. At retail, Grey Goose VX will be available with a suggested retail price of $74.99 for a 750-ml bottle and $97.99 for a 1-iter bottle.
The launch of Grey Goose VX will be supported by national print, digital and influencer experiential programs.
In other news, Bacardi Ltd., the Hamilton, Bermuda-based parent company of Bacardi U.S.A. Inc., announced that Bacardi North America President Robert Furniss-Roe will be leaving to pursue other opportunities; however, he has agreed to remain an adviser to the global chief executive officer for an extended period of time.
To replace him, the company named industry veteran Peter J. Carr regional president of Bacardi North America, with responsibility for leading all commercial operations in the region for its international portfolio of premium spirits.
In this role, Carr will be a member of the Bacardi Global Leadership Team reporting to Bacardi Limited Chief Executive Officer Michael J. Dolan. Carr will be based in Coral Gables, Fla. The appointment takes effect in September.