Boston Beer Company General Admission nonalcoholic beer.
The Boston Beer Company — makers of Samuel Adams, Twisted Tea, Truly Hard Seltzer, Angry Orchard and Dogfish Head — has debuted a new nonalcoholic beverage (<0.5% ABV) with General Admission.
This fruit brew combines the flavor attributes of nonalcoholic beer and fruited seltzer water, the company says.
General Admission launches in four fruit-forward flavors: Lemon-Lime, Orange Ovation, Grapefruit Groove and Raspberry Remix.
General Admission is currently available at retail in Albany, NY, and Raleigh, NC, and throughout the state of Indiana. It’s also available online at drinkGA.com.
“The nonalc category is seeing explosive growth and it is becoming a sizable piece of the industry. In fact, non-alc is now bigger than hard cider,” says Tim Kerrigan, The Boston Beer Company’s assistant head of innovation. “Knowing that, we wanted to create a new type of product that offers a much broader view of what we believe nonalc can be. We believe it’s actually alcohol drinkers that are the primary consumers of nonalc products, and we must find a way to make something that appeals to everyone, whether they drink spirits, beer, wine or only nonalc. That was the inception point for General Admission, and we’re excited to see how consumers will respond to this unique brand and its distinct proposition.”
While some Boston Beer new products launched nationally, others will released in a limited number of test markets to iterate and learn before expanding distribution. Additionally, General Admission is the first brand from Boston Beer that will use direct to consumer shipping as a method of product distribution.
“With General Admission, we’ll be testing not only how drinkers respond to the product itself, but also how we can best leverage a direct to consumer platform as an impactful sales tool for the future,” Kerrigan says. “Because General Admission is nonalcoholic, we have the opportunity to simultaneously test and market our hypotheses on both a regional and national scale, both at traditional retail locations and through the growing e-commerce channel — it’s really a win from all angles.”
California producer Sonoma-Cutrer has announced the arrival of their 2023 Rosé of Pinot Noir.
“Although harvest 2023 got off to a late start, it produced exceptional results,” says director of winemaking, Cara Morrison. “We’re thrilled to introduce another vintage of our fantastic Rosé of Pinot Noir ahead of the spring and summer season.”
As with prior rosé vintages, the fruit was specifically grown and harvested to produce this wine. Clusters were destemmed and pressed leaving the juice in direct contact with the skins for a short period of time to achieve the pale pink color. Immediately afterwards, grapes were pressed to obtain the juice.
Each batch of rosé was fermented separately in stainless steel tanks at low temperatures. After fermentation, the rosé batches were blended together and prepared for bottling in early March.
“A bit of a heatwave in early October with no rain or frost in sight pushed the maturity of the grapes to perfect ripeness,” says senior winemaker Zidanelia Arcidiacono. “This new vintage of our Rosé of Pinot Noir is a beautiful and delicate example of why Russian River Valley Pinot Noir makes a great rosé.”
The result is aromas of tangerine, blood orange, wild strawberry, raspberry, a light touch of watermelon and hibiscus flower, according to winery notes. On the palate is fresh fruit flavors of red berry fruit and a sea salt minerality that leads to a juicy and tangy finish.
Made from 100% pinot noir, this rosé has an ABV of 11.9%. It is available for purchase in select locations nationwide and on the Sonoma-Cutrer website for a suggested retail price of $19.99 per 750-ml. bottle.
Sonoma-Cutrer was sold by Brown-Forman to The Duckhorn Portfolio late last year.
The Growth Brands Awards are Beverage Dynamics magazine’s annual program that determines and celebrates the fastest-growing and top-selling spirits, wines and beers in the U.S. These beverage alcohol brands fuel modern trends while maintaining consumer loyalty.
Which products pulled off these tough tasks in the past year? 2023 was an odd year, marked by the continued transition away from the pandemic and its inflationary hangover. While people felt the pinch at grocery stores and the pumps, consumers remained interested in premium alcohol products. And with Covid-19 lockdowns thankfully a thing of the past, bars and restaurants have rebounded, once again helping shape alcohol culture and the rise of certain brands.
Social media continues to be critical for success, as does flavor innovation. Whiskey and tequila enjoyed another year of growth in 2023, albeit at numbers more “solid” than “explosive.” Ready-to-drink (RTD) beverages are still on the rise, shoving out hard seltzer as the hottest category. Newer trends have emerged. Celebrity alcohol brands and endorsements have catapulted products into the mainstream conscience. Authenticity, sustainability, and social values have never been more important to consumers, especially younger generations, in what they drink.
Premiumization is Key
By now nearly everyone has heard the saying about how today’s consumers drink: less but better. This phrase is a synonym for premiumization. Drinking occasions may be down, but when they do occur, they involve better products. Alcohol remains an affordable luxury, a treat even for younger generations who imbibe less.
Growth Brands winners have noticed.
“In the past year, we’ve seen increasing consumer demand for high-proof bourbon,” says Elizabeth McCall, master distiller of Woodford Reserve, which collected a pair of Fast Track awards in 2024. “To meet this demand, we increased the number of cases we produce of our Batch Proof series, which is released annually as part of our Master’s Collection. Batch Proof allows consumers to taste Woodford Reserve exactly as it comes out of the barrels, and we expect to see continued demand for this product in the future.”
“We also saw an increase in sales of our Double Oaked Bourbon,” she adds.
Like Woodford Reserve, many brands have met this demand for premium products through new innovations.
“Our biggest release this past year is Jefferson’s Tropics: Aged in Humidity,” says Craig Johnson, head of the American Whiskey Collective at Pernod Ricard, speaking for the Fast Track brand Jefferson’s Bourbon.
“Buoyed by the success of Ocean, Jefferson’s wanted to look to new aging environments for its next groundbreaking innovation. The new expression focuses on exposing barrels to extreme weather conditions in Singapore to accelerate maturation and accentuate flavor, with the equatorial heat and humidity allowing the bourbon to deeply interact with the wood, drawing richer flavors like vanilla and caramel.”
Premiumization and innovation are hardly contained to whiskey. Truly a transcendent trend, the allure and staying power of top-shelf products inspires both loyalty and trial in consumers.
“Empress is still a young, developing brand that has nearly tripled its national distribution over the past two years,” says Eric Dopkins, CEO and founder of Milestone Brands, whose collection of Growth Brands winners includes the Rising Star Empress 1908 Gin. “Many consumers experience the brand for the first time as it hits the shelf and restaurant/bar cocktail menus. The ‘indigo’ blue gin makes the most distinctive cocktails that colors truly change with the mixer’s PH levels, leaving consumers with a beautiful botanical gin cocktail experience.”
Premiumization also comes in the form of local, better ingredients.
“Our master blender had a goal to make vodka that showcased the natural resources of New Zealand. We think he succeeded,” says Jean-Marie Heins, CMO for the Rising Star winner, Broken Shed. “Broken Shed Vodka is made without any additives, using only the whey distillate and our special blend of two waters, one from each main island of New Zealand. The minerals in the South Island water give our vodka a lovely roundness and a great mouthfeel. The whey distills cleanly, allowing the nuances of the distillate to shine through in the final product. Once people try our vodka, they see why we say taste to see what it means to be different.”
Premiumization has also played a role in helping rum rebound.
“Appleton Estate has a strong portfolio of super premium aged rums, and they were the predominant drivers of growth for the brand in 2023 — particularly the 8 Year Old, 12 Year Old and 21 Year Old rums,” says Andrea Sengara, vice president of marketing, Campari America, of the Comeback Award winner. “Additionally, the brand has seen a healthy appetite for limited, high-end offerings. Appleton Estate 17 Year Old Legend — an exclusive and faithful recreation of the legendary rum that was crafted by J. Wray & Nephew on the Estate in the 1940s and is known worldwide as the storied inspiration for the creation of the original Mai Tai cocktail — was released in June 2023 and sold out in minutes through the brand’s digital channels.”
The Celebrity Spotlight
Perhaps the biggest trend in the past year has been the rapid rise of celebrity alcohol brands. While endorsements and investments from the rich and the famous have always been part of the industry, these have reached new heights in recent time. Suddenly, everyone on TMZ also has a tequila to their name.
All it takes is celebrity buy-in.
“Mark Wahlberg, a principal investor in the brand, drew mass attention to Flecha Azul at every stop of the ‘Enjoyed Everywhere’ promotional tour, driving more earned media than we could have imagined,” says Lauren Ryan-Kiyak, senior vice president, marketing for WES Brands, which is behind the Rising Star winner. “The tour was so effective that Flecha sold out in multiple markets.”
Like burgers, like tequila. The same reason that folks flock to Wahlburgers is why they began buying Flecha Azul when they recognized the famous faced behind the brand. Celebrities come with their own built-in audiences. Tapping into that to fuel growth for an alcohol product can rocket a brand several years ahead of where its sales would have been otherwise.
Accordingly, it’s increasingly common now for the founders of a brand-new alcohol brand to search for a celebrity they might attach to the product. Finetuning flavor and packaging is critical, and perhaps so is getting the celebrity right.
Other times you’ll see an existing product find the right match years after launching. For instance, perennial Growth Brand Spirits winner BuzzBallz.
“We partnered with and fostered a continued relationship with Blake Anderson of the Workaholics TV show and This Is Important podcast after witnessing his organic love of the brand, and created an ad campaign as well as unofficially sponsoring many stops of his This Is Important podcast tour, bringing in a new core audience to our fanbase,” says Brady Bouldin, brand marketing associate for BuzzBallz/Southern Champion.
“Our partnership with Blake Anderson created a lot of buzz (pun intended) considering he was our first official large celebrity partnership for the brand,” Bouldin added. “We partnered with video production agency Bacon & Eggs to create humorous and captivating ads with Blake that we were able to run throughout the summer along with our other influencer marketing campaigns.”
Celebrity endorsements come in different forms across different industries and pastimes.
“In celebration of Valentine’s Day, Whipshots joined forces with renowned sex therapist Dr. Ruth for an innovative social campaign that brought forth a blend of expertise and fun,” says David Dreyer, CMO of Starco Brands, which produces the Rising Star winner. “Dr. Ruth offered tips on how to indulge in sexual wellbeing with the help of Whipshots, creating a sense of playfulness and pleasure that captured the essence of the holiday.”
“Whipshots’ Cardi B and legendary singer Patti LaBelle teamed up for a holiday campaign that merged the boozy fun of Whipshots with the decadence of Patti’s Good Life products,” Dreyer adds. “This collaboration paired Whipshots flavors alongside select items from Patti’s Good Life and served as the launch of Whipshots Pumpkin Spice flavor.”
Celebrity endorsements can also crossover with significant cultural events.
“Through a first-of-its-kind creative integration during the 96th Academy Awards, Tequila Don Julio debuted its ‘1942 minis’ for the ultimate star-studded introduction,” says Karen Harris, vice president of Tequila Don Julio, Diageo North America, for the Fast Track brand. “Host Jimmy Kimmel and Guillermo Rodriguez treated audience attendees to the never-before-seen Tequila Don Julio 1942 minis in the first-ever spirits integration during a live Oscars telecast.”
The Right Values
Consumers are increasingly attracted to brands that share their values, or at least have values that are commendable. People don’t just want to enjoy what they drink nowadays — they want to feel good about it, too.
“Our ocean conservation mission and brand partnership with [nonprofit ocean conservation organization] Oceana drives deep brand affinity, helping remind consumers that Gray Whale is a gin for good,” says Sarah Gorvitz, vice president of communications for Deutsch Family Wine & Spirits, which owns the Rising Star.
“We created legislative change, permanently protecting the oceans off the West Coast. Through our partnership with Oceana — their logo is on the back of our bottle — we engaged in an important conservation issue: the negative impact of drift gillnets on marine life,” Gorvitz adds. “For years, commercial fisheries relied on 2-mile long, 200-yard deep nets to catch swordfish. However, they also harm more than sixty other marine species, including gray whales. Through our efforts, these nets are now banned in every state, including California.”
Broken Shed Vodka is another brand with a charitable focus.
“A main focus for us is giving back to the community and our main vehicle for this in the United States is our partnership with Help Our Military Heroes,” says Heins. “We plan to run the program again this year where we will donate $1 for every bottle of Broken Shed Vodka we sell to an account in October.”
The organization takes every dollar Broken Shed donates and uses it for their mission to provide adaptive vehicles to veterans in need. “We have contributed $139,000 towards this mission over the past few years of running the program.”
Social Media Shines
Brands always have to meet customers where they are, and these days that’s on social media. Creating content for these channels has never been more important, and will remain so for the foreseeable future. Especially as the target demographics become younger and younger generations.
In 2024, “We reorganized our organic social media to be more attuned to popular trends in pop and Gen Z culture,” says Bouldin of BuzzBallz. “Thanks to viral content on social media platforms like TikTok, our BuzzBallz Biggies were hard to find on shelves for the whole year. We have created new production lines to produce more Biggies and keep up with that high demand.”
Brands remain committed to “The Empress 1908 Gin brand has the highest socials and digital engagement in the gin category,” says Dopkins. “It also helps when Taylor Swift fans made cocktails on social media when her ‘Lavender Haze’ single was released at midnight, social content with Empress 1908 Gin went viral, adding to the brands distinctivity!”
Content is king on social media and digital in general. Savvy brands look for unique ways to capture consumer attention online.
“Aperol recently introduced ‘Life View,’ a new platform on the Aperol website that allows viewers from around the world to experience a 360-degree interactive journey through authentic Venetian life,” says Campari America’s Sengara, of the Fast Track winner.
“Hosted on Google Maps Street View, Aperol’s ‘Life View’ allows viewers to immerse in Italian culture and explore the lesser-known scenes and waterways of Venice through the eyes of locals, including glass-blowing artists, gondoliers, fresh produce deliveries and more. Shot on an Insta360 Pro 2 camera in 8K 3D VR, the content captures every detail in every direction.”
Social media also leads into digital sales.
“Ecommerce has also been an important channel for the Campari Group,” Sengara says, “as we look to further integrate strategic programs into our marketing platforms across the portfolio. [Fast Track winner] Espolòn remained the number-one premium tequila sold online in 2023.”
“And, with IWSR forecasting total online beverage alcohol sales to grow 4.3% in 2024,” Sengara adds, “we will remain agile in this channel and continue to look for unique and exciting ways to reach our consumers online.”
Liquid to Lips
For the constant talk of digital this and social that, nobody will deny that the old saying, “Liquid to lips,” remains extremely relevant. Particularly in our post-pandemic world, as people joyously return to fairs and festivals, seeking the on-premise experiences that they missed for years.
“On the trade and shopper side of things, we ramped up our events presence and were on site nearly every weekend of the year at one or more events around the country meeting new people and bringing the BuzzBallz brand to festivals, tastings and other social gatherings,” says Bouldin.
Echoing Bouldin is Jenny Manger, Marussia Beverages U.S. portfolio director, which is behind the Rising Brand winner Mozart Chocolate Liqueur.
“Getting liquid to lips was a big driver for the Mozart Chocolate Collection,” she says, “between in-store tasting events, brunches, happy hours and consumer events. It was key for us to showcase the versatility of Mozart — as a neat pour, on the rocks, in a Martini, in coffee and in cocktails. Communicating directly with the consumer and letting them know that we have a chocolate liqueur for everyone.”
In terms of attracting consumers to seek out and taste your brand, as another old saying goes, “if you build it, they will come.” As such, “We’re very excited about the upcoming opening of the new Jefferson’s distillery and visitor experience, which will be a 115,000 barrel-a-year facility that will be one of the most sustainable distilleries ever built,” says Johnson. “The distillery is nestled on approximately 250 acres in beautiful Marion County, a place that has a rich bourbon distilling history.”
Artist’s rendering of the new brand home for Jefferson’s Bourbon in Marion County, KY.
Accordingly, many companies have build sizeable visitor centers, or “brand homes,” that attract tourism while exposing new people to the products.
“Ole Smoky continues to stay at the forefront of the spirits industry and hold their consistent title as the most visited distillery in the world,” says Will Ensign, vice president of marketing for Ole Smoky Distillery, which took home an array of Spirits Growth Brands awards.
“In addition to their focus on product innovation and quality, Ole Smoky credits a significant portion of their success to the vibrant atmosphere, hospitable employees and exciting events and promotions at their four distillery locations.”
Flavors Appeal
A large part behind the success of a winning brand like Ole Smoky is their impressive collection of flavors that connect with consumers.
“In 2023, Ole Smoky introduced innovative, unique and quality products showcased in its four distilleries like Tennessee Straight Bourbon Whiskey, Pink Lemonade Moonshine, Chocolate Peanut Butter Cream Moonshine and Moonshine Mandarins, as well as a national release of the Banana Whiskey and Orange Shinesicle Cream Moonshine,” says Ensign.
BuzzBallz captured sales last year through similar, flavor-driven strategies.
“Our top SKUs this year were our wine-based Choco Chiller and spirits-based Tequila ‘Rita,” says Bouldin. “This has been consistent for the past few years, in part because of our increased distribution and sales in the chain space. We created anticipation this year with limited holiday runs of pumpkin, eggnog, and cookie flavors that incentivized our consumers to go out and get their hands on the exclusive holiday options.”
It’s a similar sentiment across the industry: flavors pique consumer interest, which generates sales.
“Our hero Mozart Chocolate Cream drove the majority of sales, but all three of our core SKUs — Chocolate Cream, White Chocolate Cream and Dark Chocolate — saw triple-digit growth in depletions,” says Manger of Marussia Beverages. “We’re excited to launch Mozart Coconut Cream Liqueur this summer. We will be launching it at Tales of the Cocktail this year.”
The vodka-infused whip cream brand Whipshots also captured sales through new and popular flavors.
“Whipshots core flavors — Vanilla, Caramel and Mocha — consistently drive strong sales, maintaining their appeal with returning customers,” says Dreyer. “However, Whipshots’ release of new limited-edition Lime, Pumpkin Spice, and Peppermint flavors were able to capitalize on seasonal trends and provide consistent news for the brand.” The range of new flavors in the portfolio offered a diverse array of options, “which allowed buyers to purchase a can based on their preferences and specific occasions throughout the year,” he says.
“By tapping into the appeal of seasonal flavors, Whipshots attracted both new and returning customers, driving sales through their limited-edition offerings,” Dreyer adds.
Many brands see new flavors as an innovative way to expand product lines.
“Ancho Reyes recently released Ancho Reyes Barrica, a refined expression of the beloved Ancho Reyes original liqueur, with the introduction of ex-bourbon barrel aging for added richness, depth and complexity,” says Sengara of Campari America, of the Rising Star winner.
“This release marks the first-ever barrel-aged chile liqueur, and the first new offering from the Ancho Reyes portfolio since the successful release of Ancho Reyes Verde in 2017.”
Looking Ahead
While many folks are quick to point out how U.S. spirits sales have slowed here in recent time, it’s important that we remember this is not the case globally. Much the opposite, actually.
“The U.S. is still the largest market for Woodford Reserve, but our sales are growing rapidly globally,” says McCall. “Woodford Reserve had a successful past year — still growing as brand even though total distilled spirits slowed overall. We are also continuing to increase our distribution points both in the United States and globally.”
Even if overseas sales do not qualify for Growth Brands Awards, they serve as an important source of revenue for many products. With sales slowing somewhat in America, spirits products can still flourish thanks to extra revenue generated by global purchases. Though if the White House changes hands to a president more inclined towards tariffs, that’s a potentially different story.
Otherwise, look for more of the same in 2024. Premiumization should lead, followed by the trendiest innovations. Especially if the U.S. economy continues to perform better than analysts had predicted.
The post-Covid recession that so many had predicted, fueled by inflation, has so far not reared its ugly, ruinous head. Instead, inflation has cooled to moderate levels while consumers, though cautious, remain willing to spend.
The Genesee Brewery has announced a new summer seasonal: Mango Peach Kolsch.
This blond ale has natural mango and peach flavors, the brewery reports.
Mango Peach Kolsch rolls out to retail shelves in 12-packs of 12-oz. cans. It will also be on draft at select locations.
“Our Specialty line has quickly gained a cult following, specifically our Kolsch beers,” says Tiffany Benning, brand manager for Genesee. “Our brewers love crafting new brews! We like to call Mango Peach Kolsch Ruby Red Kolsch’s perfect summer match.”
Quintessential, a family-owned and operated import, marketing and sales company representing family-owned wineries from around the world, has announced the addition of Marisco Family Vineyards to its portfolio, effective June 1st, 2024.
Marisco Family Vineyards, a family-owned wine company spanning three generations of winemaking in Marlborough, is in the Waihopai Valley of Marlborough, New Zealand.
“We are thrilled to welcome Marisco Family Vineyards to our exclusively family-owned and -operated portfolio of wines from around the world,” says Dennis Kreps, co-owner of Quintessential. “These wines embody the essence of Marlborough’s terroir, offering a true reflection of the region’s beauty and diversity. The addition of Marisco Family Vineyards further solidifies Quintessential’s position as a premier purveyor of fine wines from New Zealand.”
The wine brands include: The Ned, Leefield Station and Fernlands.
“We are proud to be a part of the energized team at Quintessential,” says Brent Marris, founder and proprietor of Marisco Family Vineyards. “This partnership marks a new chapter in our presence within the US market and we look forward to a successful future.”
“We believe our range of premium New Zealand wines will continue to excite the US consumer,” adds Marris. “Our wines, with their elegance, purity, and expression of terroir, have garnered acclaim worldwide, and we look forward to seeing the distribution of our brands grow.”
An economic necessity from the Covid-19 lockdowns, cocktail to-go laws have remained in many states even as the pandemic fades into the past. Yesterday, New York Governor Kathy Hochul signed a state budget that included a five-year extension for cocktails to-go from restaurants, bars and taverns.
Alcohol producers and on-premise accounts supported the decision.
“New York consumers and hospitality businesses can all toast to the fact that cocktails to-go have been extended for another five years in the state,” says Andy Deloney, senior vice president and head of state public policy at the Distilled Spirits Council of the United States. “During the pandemic, cocktails to-go were a critical source of revenue for many businesses, and now, the increased convenience and stability they offer is an integral part of local business and adult dining.”
“Adult consumers should be able to enjoy their favorite cocktails when, how and where they want,” adds Deloney. “We applaud the Legislature and Governor Hochul for supporting New York businesses and consumers by extending cocktails to-go and increasing convenience.”
Since the beginning of the pandemic, 26 states and the District of Columbia have enacted laws to permanently allow cocktails to-go, and six others have enacted laws that allow cocktails to-go on a temporary basis. Numerous states are still considering cocktails to-go legislation.
States that signed legislation to make cocktails to-go permanent into law: Arizona, Arkansas, Connecticut, Delaware, Hawaii, Indiana, Iowa, Florida, Georgia, Kansas, Kentucky, Louisiana, Maine, Michigan, Missouri, Montana, Nebraska, Ohio, Oklahoma, Oregon, Rhode Island, Texas, Virginia, Washington, West Virginia, Wisconsin and the District of Columbia have all made Covid-era cocktails to-go measures permanent.
States that signed legislation to allow cocktails to-go on a temporary basis into law: California (expires December 31, 2026), Colorado (expires July 1, 2025), Illinois (expires August 1, 2028), New Jersey (TBD), New York (expires April 9, 2030) and Vermont (expires July 1, 2025) passed legislation to allow cocktails to-go on a temporary basis.
Jack Daniel’s Country Cocktails just announced the launch of its new hard tea, a nod to its Southern heritage. Combining black tea and fruit, these hard tea cocktails will debut in four flavors: Original, Peach, Raspberry and Blackberry, the company states.
“We are excited about our launch of Jack Daniel’s Country Cocktails Hard Tea entering the fast-growing hard tea category. Through our partnership with Brown-Forman and the iconic Jack Daniel’s brand, we’ve developed a new twist on the beverage that pays homage to its traditional southern roots,” said Keith Cunningham, VP of Partnerships – Pabst, in a news release. “All four of our great flavors each shine in their own way. It’ll be hard to choose a favorite, but every flavor is guaranteed to deliver a smooth, bright and refreshing experience for consumers.”
Customers will be able to try all four flavors of Jack Daniel’s Country Cocktails Hard Tea in a 12oz can twelve-pack that will be carried in retail and convenience stores in 13 states at launch, including CA, TX, ID, AL, GA, SC, NC, TN, KY, IL, MI, WI and PA. The Original and Peach flavors will be offered in 16oz and 23.5oz single serve cans in those states, as well, according to the company.
The 16oz cans retail for $2.99, the 23.5oz cans retail for $3.99 and the 12pk variety pack retails for $17.99.
Welcome to the summer digital edition of BeverageDynamics!
This issue includes our 2024 Growth Brands Awards for wine, spirits and RTDs. Read about the best-selling and fastest-growing beverage alcohol brands here:
The latest release from Grey Goose Vodka is Altius.
Drawing inspiration from the French Alps, this limited-edition bottling from the French brand is filtered at “sub-freezing temperatures,” the company says.
This expression was distilled from French winter wheat, and, for the first time, blended with spring water originating from peaks in the French Alps.
After being blended, Altius is filtered at a very low pressure of -24 degrees Celsius, the company says. The result is a palate of alpine minerality, green apple notes and an earthy undertone.
“As the quintessential French vodka, it was an obvious choice for us to draw inspiration for our next great innovation from one of the most admired earthly wonders in the country,” says master distiller François Thibault. “For Altius, we worked to develop a liquid with processes reminiscent of the rare phenomena that naturally occur at high-altitude temperatures in the Alps, to bottle the glacial smoothness that the mountains are admired for.”
Launching initially in European, the new expression makes its debut in select U.S. cities in July. Altius rolls out exclusively at bars, nightclubs and restaurants in 700-ml. and 1.75-L bottles, with pricing at the discretion of the venue.
“We’re thrilled to officially introduce Grey Goose Altius,” says VP of global marketing Martin de Dreuille. “With consumers continuing to choose more premium drinks, we knew there was an opportunity to create a unique vodka that could deliver a new luxury experience inspired by the French Alps, from its bottle design to its liquid and its drink ritual. Whether toasting to personal milestones, professional victories or just the opportunity to get together with your friends, Grey Goose Altius is designed to bring celebratory occasions to a whole new level.”
This follows the recent release of Grey Goose Dirty Sue VAP.
Two deadlines are fast approaching, so don’t miss your chance to join an exclusive group! New brands, submit an entry for the EPG Acceleration Beverage Incubator for a chance to present your product in front of retailers and distributors at Beverage Week in Chicago. Open to all beers, wines, spirits and RTDs that are less than three years old with fewer than 20,000 case sales in 2023. Entries close April 30, for more details visit https://www.beveragedynamics.com/beverageincubator. Retailers, this is also your final reminder that Top 100 entries are due April 30. Join a prestigious list of independent retailers and earn recognition during the 2024 Beverage Alcohol Retailers Conference. Submit your information today at https://beveragedynamics.com/top100.
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