Spectacular Grey Goose pop-up boulangerie in the West Village
Early one summer morning in 1996, Sidney Frank, CEO of the Sidney Frank Importing Co., came up with the perfect name for his vodka. What he did not have was a facility, or product. In its first year of production, GREY GOOSE® was hailed as “The World’s Best Tasting Vodka” by the Chicago Beverage Testing Institute and was also awarded a Platinum medal at the World Spirits Championship in San Francisco, California.
Seven years later, in New York, GREY GOOSE® FLY BEYOND was brought to life through a four-day, popup experiential event, known as The Boulangerie. Opening in New York City’s West Village from October 15-18, 2013, the interactive experience offered guests an exclusive look into the making of GREY GOOSE® Vodka.
The space was designed to immerse and engage people in the making of GREY GOOSE® and the story of its creator and Maître de Chai François Thibault’s vision to create the world’s best tasting Vodka from the wheat fields of the Picardy Region, known as the “bread basket” France. Thibault harvested the soft winter wheat from Picardy and blended it with pure Gensac spring water from Cognac to create GREY GOOSE. The Boulangerie brought to life this unique and authentic field-to-bottle by placing Thibault at the very heart of the story, as the ultimate steward for super premium craftsmanship.
Guests enjoyed freshly baked goods made using the GREY GOOSE wheat, flown in specifically by the pound for the four days. Notable Brooklyn bakery Bien Cuit created custom pastries inspired by the brands all-natural flavors.
Just behind the Boulangerie was a private room for invited guests, where M. Thibault personally took them through the journey from field to bottle. Guests were able to touch and feel the milled wheat and pure water through a series of unique activities.
The final pay-off was an uber-exclusive speakeasy, through another door leading deep in the interior of the space. New York’s top bartenders served up extraordinary cocktails, with a classic martini-bar accompanied by live vintage-inspired musical performances including Amos Lee.
Ready for a nightcap? Grey Goose has the perfect aperitif, aromatic with just a hint of sweetness, The Little Tickle.
GREY GOOSE® is named after the geese that have made Cognac their home and are celebrated in the region -BacardiLimited.com