Grey Goose, the popular French vodka brand, opened the doors of a secret, pop-up bakery/bar hybrid in New York in June.
According to Grey Goose’s website, the bakery/bar, known as Boulangerie Bleue, is a summer experience that will “transport you to the French Riviera with the finest French food, cocktails and music.” It will pair cocktails with French breads and pastries.
Boulangerie Bleue also popped up in New Orleans and Chicago in July, Los Angeles in August, and will return to New York in September to close out the summer. These spots have also appeared in Canada, France, Spain, the U.K., Germany, Italy, Croatia, and the Netherlands.
Grey Goose hopes to re-kindle its image as a very French maker of the drink attributed to Russia.
“The GREY GOOSE ‘Boulangerie’ concept is inspired by creator and Cellar Master François Thibault who challenged convention to create a vodka of exceptional quality from only the finest soft, winter wheat from Picardie, known as the ‘bread basket’ of France. For summer, the concept extends to bring a taste of the French Riviera to urban spaces around the world,” says Tom Swift, Global Vice President of Grey Goose.