Bacardi has announced plans for a worldwide marketing push for its Grey Goose vodka brand.

The story of the creation of Grey Goose, which Bacardi acquired for around US$2bn in 2004, will be highlighted in the campaign, entitled 'Fly Beyond'. The campaign breaks in the US today, before rolling out worldwide over the next year.

A television advert, of which there are 30-, 60- and 90-second versions, will headline the campaign, and will be backed by print, outdoor and digital executions. Financial details behind the campaign were not disclosed.

“Sophisticated consumers now, more than ever, care deeply about where the products they enjoy come from,” said Bacardi today. “They value quality, style, authenticity and craftsmanship, and they want to know the story of their favourite brands.”

Another part of the campaign will see an interactive film available to view via Youtube, which backs the creation of the Grey Goose brand with 'personalised mixology sessions.