GREY GOOSE - Farm to Glass Project
Leveraging social listening insights, I identified a strong overlap between Grey Goose enthusiasts and Farm to Table advocates who prioritize locally grown, high-quality ingredients. To capitalize on this, I conceived the "Farm to Glass" project, a year-long initiative aimed at transforming the cocktail experience in bars and restaurants, akin to how the Farm to Table movement revolutionized dining.
The Farm to Glass project was designed to engage consumers, bars, restaurants, hotels, and communities in valuing the origin of the fruits used in their cocktails. By promoting "fresh pressed" drinks made with real, locally-sourced fruit, we aimed to ensure that only the freshest and finest flavors enhance Grey Goose cocktails.
This comprehensive campaign involved educational efforts, strategic partnerships, and collaborations among farms, chefs, mixologists, bars, hotels, green markets, and restaurants. The goal was to fundamentally change perceptions around cocktail ingredients and elevate the drinking experience.
To amplify the movement, we engaged bartenders and local influencers, encouraging them to create unique concoctions using fresh, local ingredients. In return, they gained exposure through our marketing channels, driving both brand loyalty and community involvement. This project exemplified a full-funnel approach, from awareness and education to engagement and advocacy, successfully embedding Grey Goose within the Farm to Glass ethos.
The Farm to Glass project would encourage consumers, bars, restaurants, hotels and the entire community to care where their drinks fruits come from and to make sure that only the freshest, best, local flavors available to put into their cocktails.
Through education, partnerships, and collaborations between farms, chefs, mixologists, bars, hotels, green markets and restaurants, the introduction of a Farm to Glass movement was designed to change the way we look at our cocktails.
Bartender and Cocktail Creators would then create their own concoctions to support the movement in return for exposure.
