Bacardi-owned super-premium vodka leader GREY GOOSE has announced its most significant flavour expansion in ten years, introducing GREY GOOSE Berry Rouge.
The launch expands the brand's portfolio with a naturally vibrant, berry-forward expression. The move is designed to re-energise the flavoured vodka segment—currently the second most popular cocktail base—by offering a "multidimensional" profile that avoids the artificial sweetness often associated with the category.
A Quad-Berry Blend without Additives
GREY GOOSE Berry Rouge is crafted to meet the rigorous standards of the brand's original marque. The liquid blends the signature soft Picardy wheat and Gensac-la-Pallue spring water with a curated selection of four Mediterranean-sourced fruits.
Ingredient Profile:
🍓 Berries: A mix of fresh strawberries, raspberries, blackberries, and blueberries.
🌿 Natural Infusion: Infused with the natural essence of the fruit.
Clean Label: Formulated with no added sugar, preservatives, or colouring.
Gianluigi Torta, GREY GOOSE Master Distiller, emphasised the sourcing strategy:
"For Berry Rouge, it was essential that we source the highest-quality, sun-ripened berries to ensure a flavour profile that tastes fresh and true to the fruit itself. The vibrant berry notes are carefully balanced with the signature smoothness of GREY GOOSE Vodka to produce a symphony of bright and sweet flavours."
Strategic Context and Usage
The release addresses a consumer shift towards premiumization in mixed drinks. GREY GOOSE aims to position Berry Rouge as a versatile staple for elevated occasions, from brunches to date nights.
Aleco Azqueta, Vice President of Global Marketing at GREY GOOSE, commented on the category approach: "Consumers continue to seek cocktails made with spirits that are both premium and flavorful. With Berry Rouge, we wanted to rethink what a flavoured vodka can be, creating a multidimensional blend of four berries that delivers a vibrant flavour. It's a delicious way for consumers to pick pleasure without compromise."
The Signature Serve: Rouge Royale
To drive on-trade adoption and at-home trial, the brand is promoting a specific hero serve, the "Rouge Royale." This spitz-style cocktail blends the berry vodka with lemonade, brut rosé, and soda water, garnished with fresh berries, lemon, and mint.
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