English actor, rapper, and DJ Idris Elba has unveiled a new track titled Pushing On as part of his creative partnership with Bacardi-owned vodka brand Grey Goose. The collaboration celebrates the launch of Grey Goose Altius, an ultra-premium vodka inspired by the natural elegance of the French Alps.
This marks another venture into the drinks world for Elba, who has previously launched his own wine label, Porte Noire, and attempted to open a wine bar under the same name. Now, the multi-hyphenate is bringing his musical talents and flair for luxury to the spirits industry through a partnership grounded in artistry and craftsmanship.
Grey Goose Altius takes vodka to new heights
Grey Goose Altius is the latest innovation from the French vodka brand and is being introduced exclusively to the on-trade market this summer. Targeting upscale venues and bars, Altius is made with Alpine spring water and winter wheat from the Picardie region of France. After blending, the vodka is filtered at -24°C, a process designed to capture the purity and glacial smoothness of the Alpine environment.
Each bottle of Altius is hand-bottled and individually numbered, reflecting its artisanal quality and positioning within the ultra-premium spirits category. The expression is launching across select high-end destinations, including Ibiza, Mykonos, Saint Tropez, and Porto Cervo, with additional rollouts in London, Paris, Dubai, and the U.S. expected later in the year.
“As the quintessential French vodka, it was an obvious choice for us to draw inspiration from one of the most admired earthly wonders in the country,” said Grey Goose Master Distiller François Thibault. “For Altius, we worked to develop a liquid with processes reminiscent of rare phenomena that naturally occur at high altitudes.”
Idris Elba drops exclusive track inspired by Altius
To support the launch, Elba recorded Pushing On, a track he describes as embodying the same dedication and precision that went into crafting Altius. He also released a short film detailing the creative process behind both the song and his involvement with the brand.
“I throw everything into my music, refining it and fine tuning it, until it hits right,” Elba said. “That’s the same vibe I get with Grey Goose Altius. The dedication, the attention to detail — it’s about the craft in every drop, which is exactly what you want when you’re celebrating something real.”
The launch was marked by an exclusive party hosted in Ibiza earlier this summer. Held at a private villa perched on one of the island’s highest peaks, Elba performed a DJ set for guests as they sampled the new spirit and took in the panoramic views — perfectly aligning the luxury lifestyle of Altius with Elba’s star power.
A return to drinks for Elba
This isn’t Elba’s first foray into the drinks industry. In 2020, he launched his wine label, Porte Noire, in partnership with two French estates. The brand was well-received for its premium, curated offerings. In 2021, Elba announced plans to open a dedicated Porte Noire wine bar in London’s Battersea area.
However, the project ran into challenges in 2022, including staffing shortages, which ultimately delayed its opening. Despite the setback, Elba has remained active in the beverage space and continues to align himself with brands that share his focus on quality and sophistication.
Grey Goose doubles down on premium appeal
With Altius, Grey Goose is clearly targeting the ultra-premium consumer segment, leaning into the growing trend of luxury spirits and experiential marketing. The collaboration with Idris Elba adds a layer of cultural relevance, tapping into music, nightlife, and lifestyle in a way that speaks to a modern, upscale audience.
Whether sipping vodka on a rooftop in Ibiza or listening to a track curated by a global tastemaker, Grey Goose Altius is positioning itself as more than just a drink — it’s a full-bodied experience. And with Elba lending both his voice and his brand, it’s likely to resonate across multiple touchpoints this summer and beyond.