Grey Goose to open pop-up artisanal bakery

Grey Goose Le Fizz & Grey Goose Pain & Grey Goose ConfitureA pop-up is to open in London for Grey Goose vodka – specialising in breads and jams rather than vodka and cocktails.

The Boulangerie François will sell freshly baked bread made from the same soft winter wheat that is used to create Grey Goose vodka in France.

Certified class 1 soft winter wheat (officially known as BPS – Blé Panifiable Supérieur) is farmed for Grey Goose in Picardie and will be made into épi de blé circular and straight baguettes.

To accompany the “Grey Goose Pain”, the bakery will offer “Grey Goose Confitures” created from flavoured Grey Goose vodkas.

These will include a mellow-sweet pear jam made using Grey Goose La Poire, a bright zesty orange jam made using Grey Goose L’Orange, and a soft bittersweet lemon marmalade made using Grey Goose Le Citron.

It will open from Thursday November 28 to Saturday November 30, from 9am to 6pm, at 136 Shaftesbury Avenue in part of the Welsh Chapel that was formerly home to Walkabout and Limelight. On the Thursday, it will close at 4pm.

The interior design will feature an eclectic mix of artefacts and other striking items that reflect the brand’s take on the traditional boulangerie experience.

It is named after François Thibault, the creator and mâitre de chai for Grey Goose.

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