Vodka brand Grey Goose is opening a pop-up artisan bakery in central London as part of its campaign to highlight its ‘grain to glass’ credentials.
The Boulangerie François on Shaftesbury Avenue will open for four days next weekend (28-30 November) serving breads and jams inspired by its vodka range.
A spokesman said the produce would celebrate the French ingredients that the vodka is made from – with bread made from the Picardy wheat used to produce the vodka and jams made from its three flavoured vodkas, Grey Goose La Poire, Grey Goose L’Orange and Grey Goose Le Citron.
It is part of the premium vodka company’s £1.8m five-month ‘Fly Beyond’ campaign, which launched in the UK on 28 September.
“People aren’t aware of neutral grain spirits and that’s why we need to tell the story,” senior global category director Lyle Tick previously told The Grocer. “Most vodka brands don’t control the process from field to bottle.”
The UK was a “priority market”, Tick said, which was experiencing sales growth of 48% to £6.8m [Nielsen MAT 20 July] on volumes up 36%.
“It’s about going out and building a foundation for our brand – and getting it in front of people,” he added.
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