Premium vodka brand Grey Goose is rolling out its largest-ever marketing campaign as it increases focus on growing its UK off-trade sales.

The brand is investing £1.8m in the five-month Fly Beyond campaign, which highlights its ‘field to bottle’ sourcing philosophy. The push includes cinema and print ads.

Off-trade sales of the brand, which is rolling out a new gift box this week, rose 48% in the off-trade to £6.8m on volumes up 36% [Nielsen 52 w/e 20 July 2013].