Born and raised in Cognac, France, you were trained in fine wines and French brandy. But in 1997, you introduced something unexpected, but later became one of the most iconic brands in the world.

Grey Goose is a name now woven into the fabric of pop culture, referenced in rap lyrics, ordered in high-end bars, and synonymous with luxury drinking. But beyond the star power and celebrity endorsements, what makes Grey Goose truly special is that it was the first vodka to challenge the idea that vodka is simply a neutral spirit. Your creation changed all that, for the first time making vodka valued for craftsmanship, for terroir, for quality ingredients, and for the skill of the person making it. The very idea that a vodka brand would have a maître de chai overseeing its production was unheard of at the time!

It’s not often that we get to speak with someone who has shaped an entire category of spirits, so it is truly an honour to have Mr. François Thibault with us today!

Monsieur Thibault, it’s a pleasure to have you with us!

Grey Goose has just most recently released the Grey Goose Altius which is crafted with -24 degree glacial filtration system and blended with spring water drawn from the French Alps, mirroring the high-altitude temperatures of the Alps in this new innovation!

[88 Bamboo] Mr Thibault, you have had a remarkable career, and most of the world knows you as the man behind Grey Goose. But before we dive into that, we'd love to explore your earlier days in the world of wine and spirits in France.

We understand that from a young age, you had a deep fascination with flavours, something that was nurtured by your father, a wine-grower who encouraged you to pursue wine studies. This took you to Bordeaux and Burgundy, where you first formally trained in wine, before eventually returning to your hometown of Cognac—a place so deeply intertwined with the craft of spirits. There, you worked your way up to become one of the youngest Maître de Chai, where your expertise in blending eaux-de-vie played a crucial role in achieving balance and complexity, an essential skill in the world of Cognac.

Growing up in a region with such a strong sense of tradition in wine and spirits, what did wine and spirits mean to the people around you, including your father, colleagues, and the local community?

[François Thibault] Wine and spirits were more than just an industry in Cognac - they were a way of life, deeply ingrained in the identity of the people who lived there. I was fortunate to be born into a family of winemakers, where I was exposed to the meticulous process of grape cultivation, blending, and ageing from an early age.

My father, like many in our community, had an unwavering dedication to the land and an understanding that great spirits begin with respect for the ingredients. The entire region had a reverence for quality, tradition, and craftsmanship - values that were passed down through generations. Conversations at home or in the vineyards revolved around techniques, harvest quality, and the delicate balance of flavours. The idea of taking time to nurture a product to perfection was something I absorbed naturally, and it became the foundation of my own approach to spirits.

Cognac distilling remains one of the most technically traditional yet complex crafts in the world of spirits.

[88 Bamboo] How did your journey to becoming one of the youngest Maître de Chai in Cognac unfold? To that end what makes a great Maître de Chai, and how did you develop your palate, and your approach to balancing flavours?

[François Thibault] My formal training began at the University of Bordeaux II, where I studied winemaking, but my real education came when I joined H. Mounier Cognac House. There, I learned the intricacies of blending eaux-de-vie - understanding how different distillates interact, how to achieve complexity and balance, and how time transforms flavours. Cognac-making is a process that requires patience and intuition. Achieving the title of Maître de Chai (Cellar Master) at a young age was a challenge, but I was deeply passionate about the craft.

A great Maître de Chai must have an exceptional palate, honed through years of tasting and exposure to different profiles. Developing my own palate required discipline - I spent years studying the way subtle nuances in aroma, texture, and flavour evolve. Balancing flavours is both an art and a science; it’s about precision, but also about knowing when to let nature take its course. My time in Cognac refined my ability to blend with purpose, ensuring that every sip delivers harmony, depth, and a signature character.

Unveiling the latest Grey Goose Altius.

[88 Bamboo] In 1996, you were approached by Sidney Frank, one of your clients who was buying Cognac from you at the time, and you both discussed the idea of creating a luxury French vodka. And, of course, you took on the challenge. Grey Goose would go on to benefit immensely from your deep knowledge of Cognac-making, as well as your insistence on using 100% French ingredients - from the soft winter wheat of Picardie to the spring water from Gensac-la-Pallue, naturally filtered through limestone.

Coming from the world of Cognac, as well as Burgundy & Bordeaux wines, were there any lessons from your early days that influenced your approach to vodka-making?

[François Thibault] Absolutely. My background in Cognac and fine wines shaped my belief that the raw ingredients matter as much as the process itself. In Cognac, the terroir - the soil, climate, and craftsmanship - determines the character of the final spirit. When Sidney Frank proposed the idea of crafting a super-premium vodka, I approached it with the same philosophy. Instead of treating vodka as a neutral spirit, I focused on selecting the finest ingredients: soft winter wheat from Picardie, a grain known for its high quality and creamy texture, traditionally used in French pastries; as well as pure spring water from Gensac-la-Pallue, naturally filtered through limestone, giving it an exceptional softness.

François in the wheat fields of Picardie, also known as the bread basket of France.

Rather than distilling multiple times to remove all traces of character, as was common in the industry, I opted for a single distillation process, designed to retain the integrity of the wheat while ensuring absolute purity. This was an unheard-of approach at the time, but it was key to elevating vodka from a neutral spirit to a craft spirit that could be appreciated for its taste, texture, and refinement. 

[88 Bamboo] What made you believe that ingredients actually mattered in vodka when others in the industry saw vodka as a commodity spirit—a blank slate for cocktails?

[François Thibault] I firmly believed that great spirits start with great ingredients. Many saw vodka as just an industrially produced, neutral alcohol, but I knew that the quality of the grain, water, and distillation process could make all the difference. Why should vodka be stripped of its essence? In Cognac and wine, we emphasise terroir and character—why should vodka be any different?

My conviction was that vodka could be smooth without being characterless. By using a single distillation, we retained the natural creaminess of the wheat and the silky texture from the limestone-filtered water. The result was a vodka that was elegant, nuanced, and exceptionally smooth, something that could be enjoyed neat, not just as a cocktail base.

The new Grey Goose Altius is made to mirror the conditions of the Alps.

[88 Bamboo] Grey Goose is now a globally recognised name— but looking back, what was the moment when you first realized that Grey Goose had truly changed the game for vodka?

[François Thibault] There were several defining moments, but one that stands out was when Grey Goose was named the “World’s Best Tasting Vodka” by the Beverage Testing Institute in the early 2000s. That recognition validated everything we had worked toward—it proved that vodka could be judged on taste, texture, and craftsmanship, not just neutrality.

Another moment was seeing Grey Goose become a staple in luxury bars, fine dining establishments, and pop culture. When you hear it referenced in music, see it served in the world’s best hotels, or watch bartenders carefully crafting cocktails with it, you realise it has transcended being just a spirit—it has become a symbol of quality, luxury, and authenticity.

Grey Goose on making it to pop culture.

[88 Bamboo] You’ve had a long and successful career, your pivotal work making Grey Goose a vodka that revolutionised the way drinkers perceive the spirit, proving that vodka could be a spirit of craft, celebrated for its flavour and depth as a luxury spirit.

Could you take our readers behind the scenes and give us a glimpse into your work and what your role as the Maître de Chai of Grey Goose entails? What have been your key responsibilities? What brings you the most joy and challenge in your work even today?

[François Thibault] As Maître de Chai, my primary responsibility is to ensure that every single bottle of Grey Goose maintains the highest possible standard. This means:

• Overseeing ingredient selection, ensuring that the soft winter wheat from Picardie and spring water from Gensac-la-Pallue meet our exacting standards.
• Maintaining the integrity of our single distillation process, ensuring consistency and smoothness.
• Conducting sensory evaluations - every batch of Grey Goose is tasted to confirm its signature flavour and texture.
• Driving innovation - from the development of new expressions like Grey Goose Altius to exploring different techniques in filtration and flavor enhancement.

Few can hold claim to redefining a whole category as François Thibault.

The greatest joy of my work is knowing that I’ve been able to redefine what vodka can be—something refined, crafted, and appreciated for its complexity. The biggest challenge is maintaining that level of excellence at a global scale, ensuring that every consumer enjoys the same high-quality experience, no matter where they are in the world.

[88 Bamboo] In your view, what defines a truly great vodka? When crafting Grey Goose, what sensory qualities do you aim for in terms of aroma, taste, and texture? Could you also take us behind the scenes and walk us through some of the most crucial “quality checks” and why they are important?

[François Thibault] A truly great vodka is one that achieves an exceptional balance of purity, character, and smoothness. Many people assume that vodka should be entirely neutral, but I believe that the best vodkas retain some of the natural characteristics of their ingredients while still being exceptionally smooth. The key is purity without stripping away personality.

When crafting Grey Goose, I focus on three primary sensory qualities:

Aroma: A clean, fresh nose with subtle floral and cereal notes that reflect the natural essence of the soft winter wheat from Picardie. Unlike many vodkas that are aggressively neutral, Grey Goose carries a refined elegance in its bouquet.

Taste: A soft, rounded mouthfeel with a gentle sweetness from the wheat, a delicate minerality from the spring water of Gensac-la-Pallue, and an exceptionally smooth finish. It is rich without being overpowering, allowing it to be enjoyed neat or in a cocktail.

Texture: The texture is where Grey Goose truly stands apart. The goal is to create a silky, almost weightless sensation on the palate—one that lingers but does not burn. This is achieved through our single distillation process, which preserves the natural creamy quality of the wheat.

Behind the scenes, Grey Goose undergoes 550 quality checks throughout production to ensure that every bottle meets our exacting standards. Some of the most crucial steps include:

Ingredient Selection: Every grain of soft winter wheat from Picardie and every drop of spring water from Gensac-la-Pallue is carefully sourced to ensure consistent purity and flavor.

Milling & Fermentation Control: The wheat is milled within 24 hours of harvest to preserve its freshness, and the fermentation process is closely monitored to maintain optimal sugar conversion and flavor development.

Single Distillation Process: Unlike many vodkas that are distilled multiple times, Grey Goose is distilled only once using a custom column still. This allows us to retain more of the wheat’s natural character while ensuring a pristine, smooth finish.

Filtration & Bottling: The vodka is filtered to remove any unwanted compounds while retaining its signature silky texture and delicate minerality. Each batch undergoes multiple sensory evaluations by our expert tasting panel.

Final Taste Test: Before any bottle leaves our facility, human tasters conduct final evaluations, ensuring that every batch meets the highest quality standards.

At Grey Goose, we do not believe in excessive distillation or filtration that strips away the essence of the ingredients. Instead, we take a precise, controlled approach to refining the spirit, ensuring that every sip delivers the smooth, luxurious experience that defines a truly great vodka.

[88 Bamboo]: It's been wonderful getting to learn about your incredible journey in redefining vodka and driving cultural change through your rethinking of what vodka is and raising it to the utmost quality. Thank you for your time!

Grey Goose has just most recently released the Grey Goose Altius which is crafted with -24 degree glacial filtration system and blended with spring water drawn from the French Alps, mirroring the high-altitude temperatures of the Alps in this new innovation!