Last updated on August 16th, 2012 at 12:05 pm
Grey Goose® has launched its first new flavor in five years, Grey Goose Cherry Noir. Grey Goose Cherry Noir is a masterful blend of Grey Goose Vodka and the finest cherries including rare black cherries handpicked in French Basque Country.
Grey Goose Cherry Noir Flavored Vodka has already caught the attention of celebrities and influencers from a series of exclusive previews throughout the 2012 Hollywood awards season. After sampling at marquee events surrounding such milestones as the E! Entertainment backstage lounge at the 69th Annual Golden Globes, the Sundance Film Festival, The Grammy Awards, NBA All-Star weekend and The Oscars, Grey Goose Cherry Noir Flavored Vodka is now available nationwide to consumers.
In conjunction with the launch, Grey Goose Vodka will premiere the national TV campaign for its Cherry Noir Flavored Vodka today, April 11, on Comedy Central, ESPN, USA, TBS, TNT, ABC on Jimmy Kimmel, BET, among others. Entitled “Hotel Noir,” the highly anticipated TV spot marks a new approach for the super-premium category leader, and will star top nightlife talent and feature an original music score from the world renowned DJ A-Trak’s label, Fool’s Gold. In addition to DJ A-Trak other notable talent will include singer/songwriter Neon Hitch, English singer/songwriter/model VV Brown, and Vashtie Kola, who was recently voted one of Hip Hop’s 100 most influential people. A unique direction in both style and content, the spot takes the viewer through the world of intrigue, excitement and possibility that is “Hotel Noir,” creating a story and building context and meaning around this new, great-tasting flavor from Grey Goose Vodka.
Grey Goose Cherry Noir Flavored Vodka represents a bold, rich and sensuous side of the super-premium category leader. The exceptional taste begins with Grey Goose Vodka, made with the finest French wheat and blended with pure spring water from the Cognac region. The 100 percent natural essence of ripe cherries is expertly blended with Grey Vodka under the careful supervision of the Grey Goose Maitre de Chai (cellar master), Francois Thibault, until it matches his original flavor profile and the exceptional quality he demands of all Grey Goose Flavored Vodkas.
In order to craft the extraordinary flavor profile of Grey Goose Cherry Noir, Thibault worked closely with one of the world’s leading flavor houses based in Grasse in the South of France with an international reputation for its local expertise in extracting the most exquisite aromas and flavors from natural ingredients. Grey Goose Cherry Noir has an aroma of fresh cherries and sweet red fruits. Its dark fruit flavors and layers of spice are followed by a long, warm, lingering finish.
“Grey Goose Cherry Noir represents the perfect blend of Grey Goose Vodka with the natural essence of cherries to produce a bold, luxurious flavor that lives up to our standards of excellence,” said Grey Goose Maitre de Chai Francois Thibault. “This creative process is one of natural discovery, which must maintain the integrity of the original spirit and, at the same time deliver new and exciting flavors.”
“We are thrilled to introduce our consumers to a more alluring side of Grey Goose,” said Shane M. Graber, VP and managing director of vodkas. “Grey Goose Cherry Noir Flavored Vodka has already generated significant buzz and once again we find ourselves taking a leadership role in setting the trends for the super-premium vodka category.”
Grey Goose Cherry Noir will be backed by a fully integrated, multi-million dollar, marketing campaign including national print, out of home, radio, digital, social and experiential “Hotel Noir” private events. The flavor will be available in 375mL, 750mL and 1L sizes and priced at parity to Grey Goose Vodka with a suggested retail price of $29.99 for a 750mL bottle.