Apr 28th 2007 12:26PM I'm not sure how my original post got re-located to the bottom of the page, but I apologize for it.
Anyways, anyone involved in the supply-side of beverage alcohol production knows that the Beverage Tasting Institute is largely a farce. The most 'credible' of third-party judgement is the San Fransisco Spirits Competition, and even there the objectivity and neutrality is dubious at best.
And by 'story' I don't mean reading a childrens book to a group of toddlers at the library. The story, as in 'selling story' is exactly what was outlined, France, perceived quality, luxurious packaging.
It is a rapidly growing brand, but that brand has slowed considerably in the last 2 years as consumers are always looking for the 'next;' thing.
French grain, cognac distilleries, etc. yeah they all add up into the image of Grey Goose but the true engine behind it's success is that Americans, more than ever, want to feel rich. Ordering a Grey Goose cocktail gives them the accessible luxury and feeling of class and wealth without buying the Bentley or home in St. Tropez. People choose products because they identify with the brand image. Personally, this is one brand image I can live without, even if the product in the bottle is adequate.
Apr 23rd 2007 5:10PM Is there a step up from Grey Goose?
Grey Goose was a vodka tailor made and marketed by liquor-magnate extrodinare Sidney Frank, the brainchild behind the Jagermeister brand. Grey Goose was created under Frank's premise that 'Americans want to pay more, they just need to be told a good story.' The story for Goose is a beautiful bottle, a self-endorcement/procimation as 'the world's best tasting vodka' (says who?) and of course, making it in France, which has a cache of refinement and class.
So is there anything better? Please. Try a blind taste test and see which you really enjoy best rather than falling for Frank's brilliant marketing schemes, which Barcardi took over for over 2 billion dollars. Yes, 2 BILLION for a single vodka brand!