French vodka brand Grey Goose has opened a pop-up bakery in London today to showcase the provenance of its ingredients.
Boulangerie Francois (name after the brand’s founder) will serve bread created from the same wheat variety used to create the vodka, with jams made using the brand’s range of flavoured vodkas: La Poire, L’Orange and Le Citron. Visitors to the three-day pop-up can make a donation to the Elton John Aids Foundation.
The brand hosted a similar pop-up, Boulangerie Picardie, in New York last month.
Many drinks companies have attempted to diversify their appeal this year by curating branded cultural events. Launches include The House of Peroni, conceived by the Italian beer brand. The London-based pop-up hosted a series of lectures on fashion, film, food and drink. Meanwhile, Grey Goose hosted the Iconoclasts of Taste series in London, which included events showcasing edible insects, flavour science and edible art.
As explored in Branding Culture and Brand Collaboration: What’s Your Cultural Value?, it is increasingly important for brands to align themselves with cultural influencers to remain relevant to consumers. For more on the power of branded pop-ups, see Pop-up Hotels and Nomadic Retail.
Look out for Drinks Developments: Alcohol, publishing next week as part of the Future of Food Industry Trend.