Grey Goose is leading the resurgence of premium vodka, with Australia now its second-biggest market globally after the United States.

Grey Goose’s Master Distiller Gigi Torta (pictured main) visited Sydney this month, coinciding with the launch of the new “The Martini Moment” program at Merivale venues from 21 September to 11 October 2026. The initiative sees a selection of Grey Goose martinis offered across 20 of Merivale’s venues.

An exclusive Goose Bump serve—a frozen Grey Goose shot paired with caviar—is also available at five venues including mimi’s, Bert’s and Felix.

“A big part of Grey Goose’s popularity in Australia is the Martini culture, Martinis are everywhere,” Torta said.

“And in the off-trade, we see a lot of simple serves too, like vodka and soda, which is part of why the brand has taken off here.”

The brand’s soaring popularity led owner Bacardi to open the first-ever standalone Grey Goose bar – Le Martini at Crown Melbourne – in 2024. Bartenders at the venue carefully guide guests to understand their preferred style and curate Martinis matched to their personal desires.

Lemon Ace scores with Australian tennis fans

Becoming the Official Vodka Partner of the Australian Open and creating the signature drink of the tournament, the Grey Goose Lemon Ace, have also boosted the brand’s appeal in Australia.

The Lemon Ace sold out in January ahead of finals weekend in its second year on court. Sales surged by 670% year on year during opening week alone and 90% over the first two weeks. 

The serve blends Grey Goose Vodka with passionfruit syrup and sparkling lemonade, finished with a distinctive spinning “tennis ball” lemon zest and fresh mint garnish.

“These partnerships matter. Tennis isn’t just a popular sport, it’s an elegant and sophisticated one, and that fits perfectly with who we are at Grey Goose,” Torta said.

“We’re looking forward to returning to the Australian Open again in 2027 for our third year and bringing back the sold out Lemon Ace.”

After working closely with Grey Goose Founding Maître de Chai (Cellar Master) Francois Thibault for many years – learning all the “secrets” behind the iconic vodka – Torta assumed the role of Grey Goose Master Distiller in 2024.

His mission is to follow in Thibault’s footsteps by ensuring consistency of the high-quality Grey Goose distillate, collaborating closely with Grey Goose Master Blender Hakan Pirodeau who is based at the brand’s blending facility in Cognac, France.

“Becoming Master Distiller was incredibly exciting, I’d worked closely with François Thibault, The Grey Goose Cellar Master for the last couple of years before taking on the responsibility, so it felt like a natural progression, but a huge honour at the same time,” he said.

“My main mission is to guarantee consistency of quality for our customers. There’s no compromise on quality, that’s something I learned directly from François, our founder. We have to be precise and meticulous in every procedure.”

According to Torta, the secret to Grey Goose’s popularity in Australia with both bartenders and consumers is its quality and versatility.

“If you start with an exceptional base spirit, bartenders can adapt it to almost any style of cocktail and follow the trends of the market,” he said.

“That adaptability is exactly what has changed over the past few decades, vodka has evolved alongside the market rather than staying static.”

Torta’s two personal favourite ways to enjoy Grey Goose are the Grey Goose Altini, a Martini-style serve made with Grey Goose Altius and a spray of génépi liqueur; and a classic Moscow Mule.

“I love a Moscow Mule,” he said.

On the ground in Australia, Grey Goose is currently running “The Martini Moment” with Merivale from 21 September – 11 October, offering a selection of Grey Goose martinis across 20 of Merivale’s venues, with an exclusive Goose Bump serve, a frozen Grey Goose shot paired with caviar, at five venues including mimi’s, Bert’s and Felix.