Dive Brief:

• Bacardi-owned vodka brand Grey Goose has partnered with Cocktail Courier and Cooked to launch a prepared meal kit with food and cocktail pairings this holiday season, the company revealed in a press release shared with Marketing Dive.
• The "Holiday Dinner by Grey Goose" is available for sale on Cocktail Courier's website through Dec. 31. Designed by celebrity chef Jonathan Waxman, the kit includes three four-pound chickens, sides of potatoes, carrots and salsa, as well as a full-sized bottle of Grey Goose vodka along with ingredients for a cocktail.
• The kit feeds eight people and costs $200. For each meal kit purchased, Grey Goose will donate $20 to Meals on Wheels America.

Dive Insight:

Grey Goose is hoping to ease holiday stress for consumers who want to enjoy hosting holiday gatherings, but want to avoid busy grocery stores and holiday cooking. The company cited a report from Yahoo Finance in which 30% of consumers said they expect the grocery shopping experience to be more stressful than usual over the holidays as one of the reasons it opted to move into the food delivery market place. The packaged meal allows the brand to help people entertain and take care of dinner and in doing so, drink its brand of vodka at the same time.

The vodka brand has been beefing up its digital presence as online shopping for alcohol is growing via apps like Drizly and Cocktail Courier. Grey Goose is targeting younger consumers, who prefer spirits over beer, and are adopting delivery apps to ease both alcohol and food purchases. Earlier this year, the vodka brand kicked off "Live Victoriously," a global platform with messaging that endorsed a consumer shift toward more genuine and relatable luxury as opposed to luxury to impress.

Grey Goose is not the only brand to team with Cocktail Courier for a delivery-based campaign. Previously, Diageo brand Ketel One partnered with Cocktail Courier for its "Drink Marvelously" campaign, a promotion to support home cocktail parties during the Emmy Awards.