Grey Goose had a name and a $30 price before there was any vodka.
In 1996 Sidney Frank, Jägermeister’s American importer, chose a price about twice Absolut’s and the name of a German white wine he had sold in the 1970s. Then he told his team, “Go to France and come back with a vodka.” In 2004 Bacardi paid more than $2 billion for it.
Grey Goose on Brandseum