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Last month, Grey Goose held a “Réveillon” at Gary’s Loft in New York, hosted by Vanessa Traina, Creative Director of The Line, Chef Ludo Lefebvre, and Martin de Dreuille, the brand’s North American VP.
A long celebration of food, spirits, and quality time that extends late into the night, the term “Réveillon” derived from the French word for “awakening,” and the celebratory meal on Christmas Eve. This recent Réveillon, however, was to celebrate something new for the brand—La Fontaine. The brand’s new product, inspired by the historic absinthe dispensers of the past, shines with a sphere-like design, four spickets, and a goose design detail encapsulated at its center.
At its unveiling, there was a collection of La Fontaine pieces filled with Grey Goose, anchoring the tables as the newest holiday season centerpiece on everyone’s wish list. Whitewall was there to celebrate the new product’s launch, and to hear more about it from de Dreuille.
WHITEWALL: Tell us a bit about a true French Réveillon. What is its meaning?
MARTIN DE DREUILLE: Réveillon is a French holiday feast and the culinary highlight of the year for French families. It comes from the word ‘réveil’, which in English means to ‘wake up,’ because a typical Réveillon involves staying up long after midnight. Traditionally, French families host this elaborate 12-course dinner event on either Christmas or New Year’s Eve, followed by dancing and singing into the early hours of the morning.
WW: How does the brand celebrate this type of spirit?
MDD: Though Réveillon is generally about extravagant feasting and revelry, it’s most importantly a time to be in the moment with those around you. Grey Goose, aside from also hailing from France, is a spirit that embodies that kind of celebration—one that encourages people to be fully immersed in their festivities and to enrich the time they spend with their loved ones. It’s a quality vodka for quality experiences.
WW: Tell us a bit about the new La Fontaine. You mentioned its design was inspired by an absinthe dispenser?
MDD: Yes, Grey Goose La Fontaine is a luxury martini fountain that was inspired by the vintage absinthe fountains—we’ve just put a more contemporary spin on the design. The goal was really to eliminate any conundrums over method or preparation, such as the question of “shaken vs. stirred.” We’ve found that crafting an impeccable martini has long eluded even the savviest hosts – particularly when they’re too busy entertaining guests to prepare multiple cocktails on demand. With La Fontaine, cocktail enthusiasts can simply pour all ingredients into the glass orb and stir. The liquid then flows through three different faucets, serving up to 10 perfectly mixed martinis.
We wanted to be able to offer something for the holidays that truly meets the demand of the ever-changing cocktail landscape, which as of late favors both ease and versatility. Grey Goose La Fontaine takes the headache out of creating a customized martini experience, regardless of which twist on the classic recipe one might prefer. It’s a centerpiece for any occasion that’s just as fun as it is eye-catching. Plus, it allows you and your guests to spend less time worrying about hosting duties and more time engaging in the festivities with each other, which is really what the holidays are all about.
WW: You worked at Moët Hennessy and Pernod Ricard before joining Grey Goose, allowing for knowledge of the spirits industry to be deep and vast. How have you seen the industry change to meet the needs of today’s consumers?
MDD: Now, more than ever, consumers care about where their ingredients come from and what they’re putting into their bodies. Grey Goose has always placed an emphasis on where it’s sourced from. It’s made using the finest soft winter wheat from the Picardy region of France and fresh spring water from our dedicated well in the Gensac-la-Pallue commune in Cognac. By continuing to communicate this, we’re offering a level authenticity and transparency that consumers greatly appreciate.
WW: How do you prefer to sip Grey Goose?
MDD: I enjoy many variations of the Grey Goose Martini, each of which you can’t really go wrong with. During the holiday season, though, I tend to go for the cocktail’s most classic preparation—stirred over ice and garnished with a lemon twist. I always look forward to this time of year when there are so many occasions to sip a classic Grey Goose martini with good company. And, if we have La Fontaine with us, it makes it even more enjoyable!