Bacardi unveils Grey Goose Altius VR experience at DDF

Bacardi Global Travel Retail (GTR) has launched an immersive virtual reality (VR) activation for Grey Goose Altius at Dubai Duty Free, introducing Ascend by Grey Goose Altius, a first-of-its-kind experience for the ultra premium vodka brand.

Running from 7 January to 1 February 2026 at Terminal 3, the activation marks Grey Goose Altius’ debut 4D, multi-sensory experience in travel retail. It builds on the brand’s successful introduction at Dubai Duty Free in mid-2025 and reinforces the retailer’s position as a key showcase for luxury white spirits.

The VR journey spotlights Grey Goose Altius’ production credentials, including the use of Alpine spring water, Picardie winter wheat, and a –24°C filtration process designed to mirror natural high-altitude crystallisation.

Following the experience, participants receive a personalised photo and are invited to sample the Grey Goose Bump, a chilled 15ml pour of Grey Goose Altius paired with a sevruga caviar bump.