Idris Elba Mixes Up Deep House Track for Grey Goose Vodka’s Latest Luxury Bottling
(Photo: Grey Goose)
“The Wire” star Idris Elba is donning his DJ IDRIS alter ago in a new track produced for Grey Goose Altius, the latest luxury offering from the famed French vodka producer.
On Tuesday, the Bacardi-owned brand announced the debut of “Pushing On,” a short and sweet deep house tune composed by Elba with vocals from singer anad South Carolina native Kathy Brown. If you’re listening in, expect all the hallmarks of the genre: echoing drums, pulsing synths, the occasional horn blare and copious bass drops. The unexpected collaboration hits right at home for Grey Goose Altius’ core demographic — unveiled in April, the expression is currently available exclusively at European nightclubs in Ibiza, Mykonos, Saint Tropez and Porto Cervo.
“Vibrations, rhythm, music, melody… all of these things are an emotion for me. I have to imagine what I want the song to do, and I get inspired by things that sound like that. Everyone speaks different languages, are different ages, different generations but as soon as you play music, it’s just one frequency,” Elba remarked in a news release.
Best known for his varied roles in the Marvel Cinematic Universe, “Luther” and “The Office,” Elba has quietly built a career as a musician under the monikers DJ Big Driis and IDRIS behind the scenes of his Hollywood film shoots. Though arguably best known as a producer, he’s occasionally hopped on the track as a rapper and singer alongside the likes of Skepta, Stefflon Don, Sean Paul and Lil Tjay.
With his latest track, the multi-hyphenate artist makes a splash into the luxury spirits scene. Distilled using Alpine spring water and winter wheat harvested from the Picardie region in northern France, Grey Goose Altius was designed as an homage to the snowy caps of the French Alps. Amping up its chilly influences, the expression was reportedly filtered at “glacial temperatures” of negative 24 degrees Celsius before bottling.
(Photo: Grey Goose)
The expression hit the club circuit in April at an undiclosed price point, though perusing the Internet, you’ll find a handful of European retailers hawking bottles in the range of $150 to $200. Backed by the pulsing beat of Idris Elba, Grey Goose Altius is expected to roll out in London, Paris, Dubai and the U.S. this fall.
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