Signals & Stats : Daily Signals

Vodka with bite

By Jonathan Openshaw 21 : 07 : 2016 Grey Goose : Boulangerie Bleue : Transperiences

Global – Grey Goose has turned to bread-making as a way to tell the brand’s story.

  • The Picardie wheat used by the brand has a unique balance of starch, gluten and minerals
  • Making bread provides consumers with a novel entry point into the drink brand’s supply chain
Boulangerie Bleue by Grey Goose, Global Boulangerie Bleue by Grey Goose, Global
Boulangerie Bleue by Grey Goose, Global Boulangerie Bleue by Grey Goose, Global
Boulangerie Bleue by Grey Goose, Global Boulangerie Bleue by Grey Goose, Global
Boulangerie Bleue by Grey Goose, Global Boulangerie Bleue by Grey Goose, Global

Grey Goose’s premium positioning as a vodka brand comes from its French heritage and a process honed through centuries of cognac-distilling expertise. The brand is now bringing this story to life through the Boulangerie Bleue initiative, a series of dining experiences taking place this summer.

The brand is unique in using soft winter wheat from three farming cooperatives in Picardie in their distillation, so has turned to bread-making as a way to emphasise the raw materials. Guests will be led through a traditional French bakery to sample the Picardie wheat bread before entering a Riviera-style beach club.

The Big Picture:

Brands need to switch from ‘tell’ to ‘show’ mode, creating Transperiences that enable consumers to physically explore the brand.

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