GREY GOOSE vodka will launch a global integrated marketing campaign called FLY BEYOND to tell the remarkable story of how its creator defied expectations in France and throughout the spirits world to create a vodka that would set a new standard of luxury in the super premium category.

FLY BEYOND brings to life the compelling story of the making of GREY GOOSE vodka and the extraordinary journey of its creator François Thibault [below], trained as a Cognac Maître de Chai (cellar master). Through stunning imagery and storytelling, the campaign showcases the field-to-bottle provenance of GREY GOOSE and the challenges faced by François in his quest to create The World’s Best Tasting Vodka.

“In the beginning, I was considered a maverick, even an eccentric, for trying to make vodka in historic Cognac, France, from wheat no less. There were many naysayers and skeptics, and all were waiting for me to fail, but I knew I could prove them wrong and create a product that tasted unlike anything available,” said François. The son of a wine grower, François was immersed from an early age in the craft of fine wine and spirits making.

François developed a passion for blending extraordinary spirits. His vision was to create the world’s best-tasting vodka from an unlikely source — wheat from the Picardie Region, known as the “bread basket” of France. François selected only the finest soft winter wheat from Picardie, using the whole grain to create his spirit, and distilled it only once using a continuous column distillation process designed to transfer into Grey Goose the quality and character of the wheat. He then masterfully blended it with pure spring water, naturally filtered through limestone, from the village of Gensac-La-Pallue in the Charente Valley near François’ place of birth.

François oversees the crafting of GREY GOOSE vodka and personally tastes every batch. His exacting standards and artisanal touch, combined with more than 550 daily quality checks, ensure an uncompromising process from field-to-bottle, so that wherever it is served GREY GOOSE lives up to its reputation for exceptional quality. Try one of these great new Grey Goose recipes for your holiday entertaining this season: