Product Launch - US: Bacardi's Grey Goose Le Melon
Click through to view Bacardi's Grey Goose Le Melon
Bacardi's Grey Goose Le Melon
Category - Vodka, flavoured, 40% abv
Available - From 1 May
Location - US; off-trade
Price - US$29.99 for 75cl bottle
Bacardi is releasing a melon variant of its Grey Goose vodka brand next month.
Grey Goose Le Melon will launch into US stores on 1 May, priced at US$29.99 for a 75cl bottle, the company said today (17 April). The drink, designed by the brand's cellar master Francois Thibault, mixes traditional Grey Goose with Cavaillon melons, from France.
The launch will be backed by a national print and digital ad campaign and an “experiential” summer programme showcasing the Melon Mule cocktail, made with the new variant, ginger beer and lime wedges.
Last November, Bacardi signed a three-year deal to make Grey Goose the official spirit of the US PGA golf tour.
Bacardi acquired Grey Goose ten years ago for around US$2bn from its late founder Sidney Frank.
GREY GOOSE vodka announces the launch of its newest innovation in the United States, GREY GOOSE Le Melon flavored vodka. Expertly crafted by GREY GOOSE Maitre de Chai (Cellar Master), Francois Thibault, GREY GOOSE Le Melon is a discerning combination of the World's Best Tasting Vodka and the prized essence of ripe, juicy Cavaillon melons.
On the heels of the brand's global campaign, FLY BEYOND(TM), the introduction represents yet another passionate pursuit in Thibault's journey to achieve an extraordinary standard in the super premium flavored vodka category. Much like the exceptional fruits chosen for the entire GREY GOOSE flavored vodka portfolio, the succulent, intensely fragrant Cavaillon melon was specifically chosen by Thibault for its superior quality and French heritage.
Arguably the world's sweetest, most flavorful fruit, the remarkable Cavaillon melon grown in the Provence region of France has a rich and intriguing history. With a flavor as precious as its limited harvest, this melon has been a luxury delicacy throughout history. The highest nobility were said to have relished and consumed the Cavaillon melon with fervor. Legend has it kings traded gold for exclusive access to this treasured fruit. Other historical figures, including Paul Cezanne and Alexander Dumas, also cherished the Cavaillon melon. Impressionist painter Cezanne featured the beautiful melon in a still life work, and writer Dumas traded his entire life's writing in exchange for a life annuity of twelve Cavaillon melons a year.
It was this heralded history that first attracted Thibault to this treasured fruit. "When crafting an exceptional spirit, the quality of the ingredients is paramount to the taste," said Thibault. "This is why I selected the Cavaillon melon. It's fresh, succulent and truly fragrant. But the melon in Cavaillon is much more than that - it is history, it is passion. It is exactly what I was looking for."
Exceptional climate and abundant sunshine make Cavaillon the perfect environment to cultivate what has become known locally as "the golden fruit." Similar to the French winter wheat used to make GREY GOOSE vodka, generations of family-owned farmers have passionately cared for this fruit, as well.
After harvesting, the melons are carefully transported to Grasse, France, the global center of luxury fragrance development, where one of the world's leading flavor houses expertly extracts the natural essence of the unique Cavaillon melon flavor. Once the natural flavor has been developed, it is transported to Cognac, France, to be masterfully blended with GREY GOOSE vodka. It is here where Thibault oversees every aspect of the blending process and tastes each batch to ensure perfection.
GREY GOOSE Le Melon will be available in stores May 1 at a suggested retail price of $29.99 for the 750ml size. The launch will be supported by national print, digital and an experiential summer program featuring the signature cocktail, the Melon Mule - a new twist on a classic - a perfect blend of sweet Cavaillon melons and the rich spice of ginger beer, served deliciously chilled in a copper vessel. Perfect for the summer and so simple to make, the Melon Mule is made with 1 1/2 parts GREY GOOSE Le Melon, three parts ginger beer and three lime wedges.
Original source: Company Release
just-drinks on-trend: vodka flavours review
In the first of a new “on-trend” series, just-drinks dives a little deeper than usual into this trend-in-flux. In this mini-report, we look at recent vodka flavour consumption volume, focusing on the ...read more
To celebrate the launch of just-drinks' and The IWSR's latest spirits report, Richard Woodard considers the future for cachaça. But, first, let us look to the past....
MarketLine's Company Mergers & Acquisitions (M&A), Partnerships & Alliances and Investments reports offer a comprehensive breakdown of the organic and inorganic growth activity undertaken by an organi...
Now would seem an opportune time to assess the current fortunes and potential for Brazil's national spirit, cachaça, and a new joint-report from The IWSR and just-drinks has done just that....
Bacardi’s position as the world’s 12th biggest wine company by volume is based almost entirely on its Martini vermouth and other sparkling wine brand variants. With these products focused in the matur...
For a category that sells around 146.4m cases annually, it may seem unusual to characterise Rum as a relatively unexploited opportunity. Indeed it is already a diverse and eclectic category with a wid...
- PepsiCo to consider more re-franchising - CEO
- Cleaning China's seedier side brings Remy balance
- Focus - SABMiller's Q1 Performance by Region
- just The Preview - SABMiller's Q1
- just Five Years Ago: A-B InBev sells Oriental
- Diageo's Captain Morgan Facebook ad banned
- Diageo faces public consultation over W&M sale
- William Grant silent on Drambuie bid talk
- Bacardi to fight US football team legal action
- Alcohol retailer group appoints new chairman