-By Kenneth Hein

Recognizing that cocktail sales are down at restaurants and bars, Grey Goose is relaunching its Web site on Monday to give consumers tips about how to become a top-notch mixologist in their own homes. The strategy for the new Greygoose.com is to maintain its loyal customer base by giving it access to a portal that can teach consumers to entertain in style at home and impress guests while still saving money.

This is the first update to the “World's Best Tasting Vodka” Web site in a decade. The new iteration, created by @radical.media, New York, will offer a number of new functions including a featured cocktail section as well as a cocktail search engine. Its virtual cocktails function will allow users to share tips via SMS or e-mail.

"The new Grey Goose Web site is an important component of our global integrated marketing communications. It will support and amplify our aspirational brand building activities," said Emil Jattne, brand manager of Grey Goose, which is owned by Bacardi USA, Miami. "The mixology section reinforces Grey Goose's position as the leader in cocktail culture."

The new site also will offer a high-definition video highlighting the brand’s history, an advertising campaign gallery and information about its 19th Hole golf program with Golf Digest magazine.

Offline, the brand has just partnered with designer Rachel Roy to have her exclusively design cocktail dresses for Grey Goose spokesmodels to wear at sponsored events. This launches at the New York Fashion Week in September. It also will launch its fourth season of the Iconoclast series on Sundance Channel later this year. 

Last year, Grey Goose was the 10th best-selling spirit in the United States with 3.2 million cases sold, per Impact, New York. Grey Goose spent $20 million on U.S. media last year (not including online), per Nielsen Monitor-Plus.