Vodka brand, Grey Goose, will bring its global influencer engagement program, Taste by Appointment, to Sydney this week, following a successful series of events in Melbourne earlier this month.
The integrated campaign comprises experiential, PR, social and digital. Taste by Appointment was first launched in London in 2011. Led locally by Prue Andrews, senior brand manager at Bacardi Lion, the activity is designed to differentiate Grey Goose within the luxury vodka segment.
“Taste by Appointment brings to life the unique product intrinsics of Grey Goose and provides an exceptional platform for amplification via PR and social media,” explained Andrews.
The immersive, sensory tasting experience was based on an exquisite cocktail dining journey, exploring sweet, sour, bitter, salty and umami flavours; helping guests to unlock their personal taste and identify bespoke cocktails constructed to suit their palates.
Six events across the two cities were hosted by luxury vodka expert and global brand ambassador Joe McCanta at Saint Crispin, Melbourne and QT Sydney, with a guest list of industry leaders and influencers from food/drink, media and creative industries.
Taste by Appointment Melbourne, which took place on 11th and 12th September, has already generated interest amongst media and bloggers, with many of the 70+ guests praising Grey Goose for the subtle and elegant manner in which its brand and product messages were delivered.
“This is a great example of how influencer marketing can be used by a brand to drive engagement with consumers through peer-to-peer conversation and earned media,” said Fergus Kibble, managing director of F4 Consulting, the consultancy partnered with Grey Goose to implement the activity.
Taste by Appointment Sydney will take place on 17th, 18th and 19th September.
Experiential Manger: Penny Sippe, Bacardi Lion
Senior Brand Manager: Prue Andrews, Barcardi Lion
Local Brand Ambassador: James Wynn-Williams
Digital / Social Manager: Deanna Kostovski
Event Production, PR, Social Media & Account Management: F4 Consulting