Idris Elba releases new song to mark the release of Grey Goose

English actor and rapper Idris Elba has released a new track titled Pushing On as part of his collaboration with Bacardi-owned vodka brand Grey Goose.

The Luther Star has released a track “inspired by the rare natural amenities of the French Alps” to celebrate the brand’s new Altius Vodka, according to a Grey Goose press release.

Bacardi-owned vodka brand Grey Goose launched its new ultra-premium variant Altius for bars and venues this summer.

Altius is made from alpine spring water and winter wheat from Picardy. After mixing, the vodka is filtered at -24 °C. Each bottle of Atlius is filled by hand and individually numbered.

Available commercially in 700ml and 1.75L bottles in bars and venues in Ibiza, Mykonos, Saint Tropez and Porto Cervo, with a launch in London, Paris and Dubai. It will be available for the first time in the US this fall.

“As the quintessential French vodka, it was a natural choice for us to take inspiration from one of the country’s most admired earthly wonders for our next major innovation,” said Francois Thibault, Master Distiller at GREY GOOSE. “For Altius, we worked to develop a liquid using processes reminiscent of the rare phenomena that occur naturally at high altitude temperatures in the Alps, to bottle the icy smoothness for which the mountains are admired.”

Alongside the release of new music, Idris has also recorded a short film in which the actor, producer and DJ shares his creative process and inspiration behind the track. “I put everything into my music, refining and tuning it until it sounds right. That’s the same vibe I get from Grey Goose Altius. The dedication, the attention to detail – it’s about the craft in every drop, and that’s exactly what you want when you’re celebrating something real,” he said of the new Grey Goose release.

Elba celebrated the launch of the vodka at a party in Ibiza earlier this summer, where he played a DJ set for guests in a private villa on one of the island’s highest peaks.

The British actor, known for his role as Stringer Bell in the US crime drama The Wire, has been working in the drinks industry for several years. Elba entered the celebrity wine business in 2020 when he partnered with two French wineries for his own label, Porte Noire.

A year later, in 2021, he announced he would open his first wine bar in London, also under the Porte Noire brand. However, the company struggled with staff shortages in 2022 and plans to open in Battersea were withdrawn.