Even though the stadium was again operating at full capacity, we knew not all consumers were willing or able to attend in-person, so we wanted to ensure that there were still options for those watching from home. Developing the Honey Deuce Cocktail Kits brought a previously exclusive in-person experience to fans everywhere. Since guests were not allowed at the stadium during last year’s US Open, it was our priority to ensure we could still reach all the fans who were cheering from home. What has been your approach?ĪA: We’ve always had a combination of in-person and e-commerce activations as a part of our marketing mix, but last year certainly highlighted the importance of doing so. The kit was available for delivery throughout the tournament across 40 key markets, with one-hour delivery in Chicago, New York City and Miami.ĮM: COVID has made it more important than ever to engage both live and virtual audiences. This year, the kit came equipped with everything you need to mix the iconic cocktail-Grey Goose vodka, fresh lemonade and raspberry liqueur, with tennis-inspired honeydew melon balls for garnish and the official 2021 US Open commemorative cups. We were happy to celebrate the Honey Deuce’s 15th anniversary by welcoming friends of the brand back to our home suite in the stadium.įor those unable to make it to Queens, we brought back the Honey Deuce Cocktail Kit to help fans at home recreate the courtside energy. First and foremost, we once again served the Honey Deuce at food and drink stands across the stadium, as well as at the Frozen Honey Deuce in the Food Village. Grey Goose uses its Honey Deuce Cocktail Kit to engage sports fans at home.ĪA: Our partnership is multi-faceted, with activations that serve not only those in stadium but also all the tennis fans watching from home in a range of ways.
Further, to expand our digital ecosystem, we continue to tap our influencer partners to share their US Open Honey Deuce experiences in new and exciting ways, and find new ways to amplify it all on social.ĮM: What did this year’s strategy entail? We also launched the first-ever Honey Deuce Cocktail Kit in 2020 to ensure fans could still cheer with a Honey Deuce in hand while COVID-19 kept the tournament closed to spectators.
The following year, we released our first-ever, limited-edition US Open bottle in partnership with the USTA. For example, we introduced the Frozen Honey Deuce in 2018 to help fans keep cool during the tournament’s hottest matches. Grey Goose works with local bars in New York City and the Hamptons to feature the Honey Deuce during the US Open, and we host watch parties at partner accounts across the country for fans unable to watch the games live from New York… We’re excited to continue supporting fans with thoughtful and engaging offerings.ĮM: How do you keep your sponsorship experiences fresh year after year?ĪA: Though the Honey Deuce has been served at every US Open for the last 15 years, we have come up with new ways to keep the partnership fresh. Over the years, however, we’ve been able to expand our reach and meet fans at several different touchpoints, including on-premise, e-commerce and social media. Being able to pair such a popular signature cocktail with a major, beloved sporting event creates a common platform for the brand and the tournament to engage with consumers.įor the first decade or so, our primary avenue to engage consumers was on-site at the stadium. Thousands of people flock to Queens every summer to attend the tournament, and thousands more view from around the world, giving the brand global visibility.
Aleco Azqueta Event Marketer: Why is the US Open an effective platform for engaging consumers?Īleco Azqueta: For the past 17 years, Grey Goose has been a proud sponsor of the US Open, and it has grown to become one of the brand’s largest, most exciting moments each year.