Grey Goose Pop-Up Brings Provençal Market to Airport Passengers

Image: Bacardi Global Travel Retail Division

APEX Insight: Grey Goose is helping passengers traveling through airports in Mumbai and Paris start their holidays early with its new French Riviera-themed pop-up.

Passengers traveling through airports in Mumbai and Paris can experience a French Riviera-themed pop-up from Grey Goose, which highlights the brand’s limited-edition French Riviera bottle.

The 2018 bottle design, which features blue and white parasols, is illustrator Quentin Monge’s “stylishly whimsical” take on his home region of Provence, France. It is the latest installment in the Grey Goose Riviera series, following on from a limited-edition bottle designed to reflect the French Impressionist movement last year.

Grey Goose Vodka Mumbai Pop-Up August 2018

Bacardi Global Travel Retail Division

Created for retail partners Mumbai Duty Free and Lagardère Travel Retail, the pop-ups feature blue and white Provençal market stalls to emphasize the brand’s Gallic heritage.

Related: Pop-Up Strategy: Bacardi’s Grey Goose Vodka Brings the Beach to the Airport

A moving backdrop offers the opportunity for people to take a virtual walk or cycle along La Croisette, a seaside boulevard in Cannes. The backdrop also provides the setting for a photograph, which can be printed and turned into a personalized Grey Goose bottle tag as a souvenir.

Grey Goose Mumbai Pop-Up August 2018

Image: Bacardi Global Travel Retail Division

Visitors to the pop-up also have the opportunity to sample a Le Grand Fizz summer cocktail served from a retro ice-cream bar. The alcoholic beverage is a blend of Grey Goose Vodka, St-Germain Elderflower Liqueur, soda water and lime.

Sandrine Verrecchia-Godin, senior category manager Liquor, Lagardère Travel Retail, explains, “This is a subtle and clever campaign that entices interest from our shoppers and browsers through its clever use of a moving backdrop of the perfect Riviera summer, Grey Goose branding on digital screens and cocktail sampling. It is driving demand for Grey Goose vodka in-store and encouraging shoppers to explore the ultra-premium side of the range with Grey Goose VX and Grey Goose Interpreted by Ducasse.”