Grey Goose


An audit of Grey Goose Brand Strategy, through the analysis of Grey Goose Brand Positioning.

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Grey Goose Brand Strategy - Grey Goose Brand Positioning - Grey Goose Brand Audit

Using our Brand Strategy key framework - the Brand Key - we look at Grey Goose strategy by analyzing the Grey Goose roots, targets, insights, benefits, RTBs, discriminator, personality, and essence.

The output is based on an external assesment - or a brand audit - of the brand strategy for Grey Goose, in which we take in consideration the marketing execution and press coverage for the brand. Au audit based on Desk Research and External experts interviews.

Key Features

Brand Positioning - Target

Most helpful for:

Students, Brand Professionals, Agencies, Consultants.

Brand Positioning - Benefits

Convenient & Accessible

There are two main reasons for this work: accessibility and inclusivity. We wanted this content to be easily accessible to everybody interested and actively looking for this information. We believe that access to consulting-grade intelligence on a brand strategy would be of interest for many individuals who have no consulting budgets. In addition to that, we wanted this to be inclusive by offering it at a value-driven price, affordable to most, and conveniently downloadable online.

Brand Positioning - Tech

The Product

The brand positioning is based on an external point of view. We conduct sprint brand audits- through desk research and expert interviews - and none of this work is based on proprietary or confidential data. Each positioning or audit is based on generally available data. Technical: the file is in PDF format.

Grey Goose was created in France by Sidney Frank Importers Co. Sidney Frank himself came up with the idea in the summer of 1997. The idea behind Grey Goose was to develop an ultra-premium vodka for the American market. SFIC partnered with Cognac producer Francois Thibault – a French cellar master – in France in order for him to transition his skills from Cognac to Vodka production.

The creation of Grey Goose begins with the very best French ingredients: soft winter wheat from the Picardy region, the breadbasket of France, and spring water from Gennesac-La-Palliè. This unique blend of French ingredients and a custom-designed production process come together to produce the World’s Best Tastinig Vodka, the perfect present for any occasion.

Grey Goose Vodka was named the best-tasting vodka in the world by Beverage Testing Institute.

The brand was eventually sold by Sid Frank to Bacardi for $2.2 billion in 2004.