Grey Goose Altius targets sophisticated APAC drinkers with alpine water and minerality

Grey Goose vodka has its origins in France and uses soft winter wheat from Picardy and water from Cognac – since 2004, the brand has been owned by multinational alcohol firm Bacardi. Altius is even more unique than typical Grey Goose due to its production process, which includes a filtration process that takes up to 30 times longer than standard Grey Goose production. This means that only small batches of around 500 bottles can be produced at a time, greatly increasing its exclusivity – and according to the firm, the APAC region has become one of its main targets for this spirit due to an increasing interest in premium drinks locally. “The APAC region is seeing a shift toward luxury spirits, with consumers increasingly valuing craftsmanship and unique expressions,” Grey Goose Director of Brand Experience Joe McCanta told FoodNavigator-Asia . “There is a clear trend toward premiumisation, where people opt for high-quality, exclusive products rather than mass-market options. “In the vodka sector, there is a growing interest in terroir-driven spirits that highlight unique ingredients and production methods, such as Altius’ use of French alpine water and glacial filtration. “Consumers are also becoming more adventurous, exploring new styles of vodka and innovative drinking experiences.” At present, Altius has made its way into key regional markets such as Dubai, India, Thailand, Australia, and Indonesia, and due to the nature of the spirit, the brand aims to continue focusing on luxury and high-end expansion. “Our next steps in this region will be to expand its availability in other high-potential luxury and travel retail hubs across the region – this means exclusive launches, high-touch consumer activations, partnerships with luxury hospitality venues to build prestige and awareness, and so on,” he added. “There is a growing trend of ‘drinking less but better quality’ which suggests discerning consumers seeking exclusivity and craftsmanship will be most drawn to Altius. “As such, our target demographic for this spirit includes luxury consumers, fine spirits collectors, cocktail enthusiasts who appreciate unique and refined drinking experiences – overall sophisticated drinkers who value high-quality, ultra-premium spirits.” A growing trend amongst spirit brands in the APAC alcohol industry today is to find innovative new ways to use even the most traditional of liquors in cocktails in order to appeal to younger drinkers – but according to Grey Goose, this is not always necessary. “The characteristics of a spirit such as texture, complexity, and balance determine whether it is best enjoyed neat or in cocktails,” Grey Goose vodka maitre de chai Francois Thibault added. “Many spirit brands today are using complicated cocktails to promote their products, especially if there are strong finishing notes they might want to cover up, but as product quality improves, this has changed and many are also going with the route of on ice or just a simple cocktail presentation like a martini, which Altius is also popular for. McCanta added that Altius’ natural taste profile has enabled this to be tasted in multiple different ways and still enjoyed fully. “Altius has a glacially smooth taste with delicate alpine minerality, soft green apple notes, and an earthy undertone,” he said. “This refined profile makes it ideal for sipping neat, deeply chilled, or over ice, allowing its complexity and craftsmanship to shine - but its smooth texture and distinct minerality also make it an excellent base for sophisticated cocktails like Martinis.”

Grey Goose Altius targets sophisticated APAC drinkers with alpine water and minerality

Grey Goose’s latest high-end variant Altius has its eye on the premium drinking crowd in APAC, tapping on rising interest in unique terroir-driven spirits and a mineral-driven flavour to stand out in this market.

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