Idris Elba releases new song to celebrate Grey Goose release

Idris Elba releases new song to celebrate Grey Goose release

English actor and rapper Idris Elba has released a new track, Pushing On, which is part of his collaboration with Bacardi-owned vodka brand Grey Goose.

Author: Marco Bahler

This Luther According to a Grey Goose press release, the star released the track “inspired by the rare, natural luxuries of the French Alps” to celebrate the new Altius vodka.

Bacardi’s Grey Goose vodka brand launched a new, ultra-premium Altius this summer, which will be available in bars and eateries.

Altius is made from Alpine spring water and Picardie winter wheat. After blending, the vodka is filtered at -24°C. Each bottle of Atlius has been hand-bottled and numbered.

Available in 700ml and 1.75l bottles in bars and venues across Ibiza, Mykonos, Saint Tropez and Porto Cervo, as well as London, Paris and Dubai. It will also debut in the US in the fall.

“As the quintessential French vodka, it was an obvious choice for us to draw inspiration for our next great innovation from one of the country’s most admired earth wonders,” said GREY GOOSE Master Distiller Francois Thibault. “For Altius, we worked to develop a liquid with processes that mimic the rare phenomena that naturally occur at high temperatures in the Alps, to bottle the glacial smoothness for which the mountains are admired.”

In addition to dropping new music, Idris has released a short video in which the actor, producer, and DJ shares his creative process and the inspiration behind the track. “I put everything into my music, I refine it, I refine it until it hits the mark. That’s the same feeling I get with Grey Goose Altius. The dedication, the attention to detail—it’s all about craftsmanship in every drop, which is exactly what you want when you’re celebrating something real,” he said of the new Grey Goose release.

Elba celebrated the vodka’s launch at a party in Ibiza earlier this summer, where he played a DJ set for attendees in a private villa atop one of the island’s highest peaks.

The British actor, best known for his role as Stringer Bell in the American crime drama The Wire, has been involved in the drinks industry for years. Elba entered the world of celebrity wine in 2020 when he partnered with two French wineries under his own brand, Porte Noire.

A year later, in 2021, he announced he would open his first wine bar in London, also under the Porte Noire brand. However, in 2022, the company ran into staffing issues and plans to open in Battersea were scrapped.