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

Live Victoriously is part of Grey Goose's efforts to not just be viewed as a premium vodka. Grey Goose

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.

@jcoopernyc James Cooper is editorial director of Adweek.