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A Company Not Generally Known For Baked Goods is Opening a Pop-Up Shop Which Will Raise Funds For The EJAF

Written by Chief Editor.

 

Premium vodka brand Grey Goose is opening a pop-up French bakery to highlight its Cognac region origins and to raise money for the Elton John AIDS Foundation.

 

Boulangerie François, an artisanal bakery, will be open from November 28-30 at 136 Shaftesbury Avenue in London serving French bread and jams created using Grey Goose lemon, pear and orange flavour variants. The pop-up is being fitted by production company NP+Co, which has worked with Grey Goose on its winter ball.

The bakery is named after François Thibault, who developed the recipe for Grey Goose. The event is to highlight where the luxury vodka is made, in the region known as the ‘breadbasket of France.’

Grey Goose bread will be baked daily using the same wheat and served in the store, which will be fitted out as a traditional French bakery and include art and curated items.

Visitors to the store can sample the bread and confiture and will be invited to leave a donation for Elton's charity.

Grey Goose has worked withthe EJAF for seven years, including supporting the annual Grey Goose winter ball. Although the ball is not taking place this year, the brand continues to support Elton's organisation through initiatives such as cocktail promotions, social media activity and tactical advertising around World AIDS Day 2013.