Idris Elba releases new song to mark Grey Goose release

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

The Luther star has released a track “inspired by the rare natural luxuries of the French Alps”, according to a press release from Grey Goose, to celebrate the brand’s new Altius Vodka.

Bacardi-owned vodka brand Grey Goose has launched its new ultra-premium Altius expression for on-trade bars and venues this summer.

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

Available on-trade in 700ml and 1.75l bottles at bars and venues spanning Ibiza, Mykonos, Saint Tropez, and Porto Cervo, with London, Paris, Dubai and debuting in the US this autumn.

“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,” said GREY GOOSE Master Distiller, Francois Thibault. “For Altius, we worked to develop a liquid with processes reminiscent of the rare phenomena that naturally occurs at the high-altitude temperatures in the Alps to bottle the glacial smoothness that the mountains are admired for.”

As well as launching new music, Idris has recorded a short film where the actor, producer and DJ shares his creative process and inspiration behind the track. “I throw everything into my music, refining it and fine tuning it, until it hits right. 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,” he said of the new Grey Goose release.

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

The British actor, known for playing Stringer Bell in US crime drama The Wire, has been involved in the drinks industry for a number of years. Elba entered the celebrity wine game in 2020 when he partnered with two French estates on his own label, Porte Noire.

A year later in 2021 he announced he would be opening his first wine bar in London, also under the Porte Noire brand. However, the business ran into staff shortage challenges in 2022 and plans for its opening in Battersea were pulled.

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