Grey Goose — High Street Series
The Challenge
Grey Goose aspired to elevate its premium brand perception and deepen local cultural relevance. While it is renowned globally, the brand wanted to resonate with food‑loving audiences in a specific market by spotlighting the region’s vibrant culinary scene. The goal was clear: position Grey Goose as the vodka of choice for sophisticated social occasions by collaborating with respected local food experts and creating culturally resonant content.
The Approach
Culinary Partnership:
We partnered with a chef influencer, Sarah Huang Benjamin, whose content celebrates the local high‑street food scene. She wove Grey Goose into stories about dining and hospitality. This aligns with industry guidance that alcohol brands should collaborate with influencers who exemplify the brand’s vibe—bartenders, chefs or wellness creators—and promote experience rather than intoxication.
Experience‑Driven Content:
Episodes of the “High Street Series” featured the chef exploring neighbourhood eateries, discussing flavours and demonstrating how Grey Goose complements local dishes. Content formats included short‑form videos, recipe reels and behind‑the‑scenes glimpses of cocktail preparation, strategies recommended for co‑creating authentic storytelling.
The Impact
Built long‑term brand affinity by embedding Grey Goose in the stories and tastes that matter to its consumers.
Average engagement rate
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When premium spirits invest in authentic partnerships and experience‑driven storytelling, they enhance brand perception and cultural relevance.
Platform: Instagram
Market : Singapore
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