Grey Goose's Rebrand Aims to Strike a Balance to Make Its Premium Allure More Accessible

New Live Victoriously campaign keys on everyday consumer celebrations

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In an effort to reverse a decline of about a decade in market share, Grey Goose is launching a global rebranding to reconnect emotionally with consumers while preserving its super premium brand bona fides and price point.

The marketing refresh, titled Live Victoriously, is an answer to consumers’ demand for more authentic and relatable luxury brands. They also want an acknowledgement that drinking Grey Goose, a storied 22-year-old French brand that touts the highest-quality ingredients and a completely traceable production process “from crop to cork” with its cellar master, can no longer be reserved for austere and infrequent special occasions but rather by celebrating the large and small moments that personally matter to consumers.

“This is a luxury brand and has legitimate credentials as a superior product, but the consumer was not emotionally connecting with the brand,” said Lee

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