Media Relations: Vodka brand ups the luxury stakes

Grey Goose Vodka is aiming to boost its presence in the competitive 'ultra-premium' luxury spirits market.

The drink, served in upmarket venues at premium prices, has taken on Purple PR to target broadsheet newspapers and glossies in a bid to reinforce the brand's status at the high end of the market.

Purple's lifestyle division, which also handles other modern luxury brands such as Ian Schrager Hotels, will now handle all of Grey Goose's press and PR, said account manager Richard Scott.

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