Grey Goose launches pop up cocktail bar in bakery van

The luxury vodka brand has created Grey Goose Boulangerie Francois, an intimate martini bar disguised as a French bakery delivery van.

Grey Goose Boulangerie Francois: the brand has created a pop up bar in a bakery delivery van
Grey Goose Boulangerie Francois: the brand has created a pop up bar in a bakery delivery van

Designed by restaurant interior designer Shayne Brady, the pop up bar will serve two guests in twenty minute pre-booked slots. Guests will be guided through taste tests, served personalised cocktails and given recipes to take home.

In a nod to the vodka’s French origin, the bakery van will include a bread art installation, made from the same wheat used to create Grey Goose vodka.

The brand initially launched the Boulangerie Francois concept in November 2013 as a three day pop up bakery on London’s Shaftesbury Avenue. It offered customers complimentary Grey Goose bread by day and cocktails by night.

Building on this concept, the latest campaign will see the Boulangerie Francois rolled out in UK cities. It has so far been in Edinburgh, Manchester and now London. The brand aims to target 25-34 ABC1 consumers.

Grey Goose has invited consumer and trade press for a martini consultation at the pop up, as well as delivering Grey Goose bread and jam to key media contacts.

The bar is in Covent Garden and will be open from 12-8:30pm every day until 29 November.

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