Grey Goose bakery to raise funds for Elton John charity

Premium vodka brand Grey Goose is opening a pop-up French bakery to highlight its Cognac region origins and to raise money for the Elton John Aids Foundation (EJAF).

Grey Goose brings a taste of France to London
Grey Goose brings a taste of France to London

Boulangerie François, an artisan bakery, will be open from 28-30 November at 136 Shaftesbury Avenue in London serving French bread and jams created using Grey Goose lemon, pear and orange flavour variants. The pop-up is being fitted by production company NP+Co, which has worked with Grey Goose on its winter ball.

The bakery is named after François Thibault, who developed the recipe for Grey Goose. The event is to highlight where the luxury vodka is made, in the region known as ‘breadbasket of France’, from Picardie soft winter wheat and champagne limestone spring water.

Grey Goose bread will be baked daily using the same wheat and served in the store, which will be fitted out as a traditional French bakery and include art and curated items.

Visitors to the store can sample the bread and confiture and will be invited to leave a donation for the Elton John Aids Foundation.

Grey Goose has worked with EJAF for seven years, including supporting the annual Grey Goose winter ball. Although the ball is not taking place this year, the brand continues to support EJAF through initiatives such as cocktail promotions, social media activity and tactical advertising around World Aids Day 2013.

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