Grey Goose Essences was designed for mindful drinkers who seek fresh cocktails that pack complex, multi‐layered flavour. The Essences range features three expressions Who is Essences’ target audience? One of the great things about Grey Goose Essences is its simplicity, so we’re communicating how easy it is to order the product straight to your door via e-commerce, and craft multi-layered serves with just a few ingredients. Our goal is always to reach them where they’re at, and with many consumers continuing to stay at home due to the pandemic, we are prioritising digital engagement strategies. How can you engage consumers with the new range during the pandemic? The line includes three vibrant expressions – Strawberry and Lemongrass, White Peach and Rosemary, and Watermelon and Basil – that were designed to be mixed with just a handful of simple ingredients: soda water, ice, and fruit or herbs for garnish. Grey Goose Essences was inspired by the need for light, easy-to-make and refreshing cocktails that don’t compromise on flavour, and the joy of sharing a cocktail moment.
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What was the inspiration behind the Grey Goose Essences line? Essences answers a gap in the category, as it offers 30% ABV, zero carbs or sugar, and yet still retains a naturally vibrant flavour. Essences is our new line of ‘vodkas’ infused with real fruit and botanical essences. Our newest launch, Grey Goose Essences, is the perfect example. Grey Goose is widely recognised as an established luxury brand, which gives us room to craft exciting innovations that stay true to our brand ethos. How is Grey Goose able to innovate in the vodka category?
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With widespread on-premise closures, stay-at-home orders, and necessary calls for social justice in 2020, we had to adapt, pivot, and embrace new priorities. But by nature, my day to day is constantly evolving as the world around us changes. Since I began my role in 2019, I’ve led the development and implementation of all marketing strategies, creative, digital and commercial programmes for Grey Goose worldwide, supported by a fabulous and diverse team in multiple countries. How has your role evolved while you’ve been working at Grey Goose?
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Additionally, we share a birthplace: France. Grey Goose is iconic for a reason – as the pioneer and leader of the super-premium vodka category, the brand is synonymous with exceptional quality and rich history. I’ve spent my entire career in the spirits industry, working for a number of popular brands, and I’ve always been impressed with the Grey Goose product and family. Martin de Dreuille What attracted you to working for Grey Goose? Martin de Dreuille, the vice-president of global marketing at Bacardi-owned Grey Goose, discusses innovating in the low-ABV space and his ambitions for the year ahead.