• by Teresa Buyikian , July 16, 2024

Grey Goose, itself considered a premium spirit, is upping its game with the launch of a an even more upscale vodka.

Grey Goose Altius is described as “the new luxury vodka inspired by the rare natural luxuries of the French Alps.” In collaboration with the brand, actor and DJ Idris Elba has created a new track specifically for the release.

Grey Goose is using various social media channels for the launch campaign, including YouTube, where a behind-the-scenes video of Elba’s inspiration for creating the song “Pushing On” can be seen here.

“Vibrations, rhythm, music, melody. All of those things, it’s an emotion for me, you know?” explains Elba, complemented by images of shattering ice and the new vodka. He ends with “Everyone speaks difference languages, different ages, different generations, but as soon as you play music, that’s just one frequency.”

Earlier this month a launch party for Altius was held on Ibiza, where Elba DJ’ed to a “star-studded array of attendees in a private villa on one of the highest peaks on the island.” The event was also the debut of the song, which is now available via Spotify.

Per the brand, the new “ultra-premium” Grey Goose Altius is made with Alpine spring water and winter wheat from Picardie. The vodka then undergoes a filtration process at -24 degrees Celsius, “resulting in a velvety smooth taste with delicate alpine minerality and soft green apple notes.” Each is hand-bottled and individually numbered. Grey Goose Altius is only available in high-end clubs and global airport retail locations.