Hamptons Happenings: Inside The Grey Goose Takeover At The Surf Lodge

There’s nothing quite like the Hamptons in the summer. The seasonal hotspot is home to some of the world’s most exclusive and luxurious restaurants, resorts, and shopping. Each summer, top, tier brands and New Yorkers hit a pause on the city and make their way out East to soak up the sun while showing off the latest and greatest, and this year is no different. Luxury French spirit brand Grey Goose recently took over the Surf Lodge, one of New York’s most sought-after spots in Montauk, with a lavish party as they introduced their new, exclusive spirit: Grey Goose Altius.

A new expression inspired by the natural luxuries of the French Alps, Grey Goose Altius made its highly-anticipated US debut at the Surf Lodge with a lively celebration surrounded by influencers, socialites, media, and more featuring beats by acclaimed DJ duo Bob Moses. Guests spent their time dancing the night away while enjoying caviar and sipping on delectable cocktails featuring the new, premium vodka. Grey Goose Altius has quickly become a favorite in top European summer destinations for jet setters, including Mykonos Saint Tropez and Porto Cervo, sipped by stars like Idris Elba, Leomie Anderson, and Amy Jackson. The new spirit will remain as a bottle service offering at Surf Lodge through the rest of the summer before it’s provided more widely at top bars and restaurants during September in New York City, Miami, Los Angeles, Las Vegas, Atlanta, Chicago, and Aspen.

Throughout the early aughts, Grey Goose was a mainstay when it came to the exclusivity and popularity of club culture and the bottle service ritual. Today, Altius has been explicitly created as a direct result of the new evolution of nightlife trends, in which spirits are sipped and savored during more of a “vibe-centric” dining experience. Crafted with processes inspired by the natural effects of high-altitude crystallization that happens at glacial conditions, and for the time in brand history, with water from the French Alps, Altius will be exclusively offered the world’s buzziest and most enticing bars, nightclubs, and restaurants, like Surf Lodge.

“As the quintessential French vodka, it was an obvious choice for us to draw inspiration for our next great innovation from one of the most admired earthly wonders in the country. For Altius, we worked to develop a liquid with processes reminiscent of the rare phenomena that naturally occur at the high-altitude temperatures in the Alps to bottle the glacial smoothness that the mountains are admired for,” shared Grey Goose Master Distiller Francois Thibault.