It’s been five years since Grey Goose introduced a new flavor. But last week, the premium vodka leader introduced GREY GOOSE Cherry Noir to a pack crowd on Wednesday (May 23) at The Gansevoort in New York City.

Hosted by Kelly Rowland, the event featured many intriguing elements including a top secret room which was concealed by a huge bookshelf, where celebs such as Estelle, Jennifer Williams of “Basketball Wives,” model Jessica White and a few players from the Jets lounged.

DJ A-Trak was on the ones and twos and glasses were filled with the event premium cocktail, Cherry Noir.