Inside the US Open’s Most Visible Brand Collaboration

Luxurious branding in the present day isn’t about logos—it’s about experiences individuals share. Gray Goose mastered this tactic, turning a cocktail right into a cultural ritual: the Honey Deuce on the US Open. On this episode of The Velocity of Tradition, Matt Britton sits down with Aleco Azqueta, international vice chairman of selling at Gray Goose, to discover how a model rooted in French luxurious has constructed cultural foreign money on the US Open, Turning a 19-year partnership right into a seasonal phenomenon.He additionally dives into on-premise’s comeback, luxurious trade-ups like Gray Goose Altius, Gen Z’s moderation mindset, and why the model’s latest marketing campaign, Make Time Wait, reframes pleasure as a necessity in a world obsessive about pace.Aleco explains why model match issues greater than fame, how experiential activations beat passive impressions, and why younger entrepreneurs must cease “chopping wooden” and begin “sharpening the axe.”With greater than twenty years of brand-building expertise, Aleco has been instrumental in shaping Gray Goose into a contemporary image of luxurious and cultural relevance. His strategy displays a steadiness of cultural fluency, way of life branding, and experiential advertising and marketing—all whereas staying true to Gray Goose’s DNA of joie de vivre.Hearken to Aleco Azqueta on The Velocity of Tradition to find out how Gray Goose turns cocktails into tradition, experiences into foreign money, and time into luxurious.Key Takeaways:[02:17] – Turning a Drink Right into a Ritual: The Gray Goose Honey Deuce has turn out to be synonymous with the US Open, however its “in a single day success” was 18 years within the making. Aleco credit consistency in sponsorship and the natural embrace of followers who turned the cocktail into a convention. At the moment, media protection and social feeds amplify it each September, making Honey Deuce Season a cultural second. For Gray Goose, that is proof that long-term dedication builds rituals that no paid marketing campaign alone may engineer.[03:26] – The US Open as Gray Goose’s Tremendous Bowl: Internally, Gray Goose treats the US Open as its Tremendous Bowl, requiring a 12 months of planning throughout advertising and marketing, activation, and partnerships. The staff debriefs instantly after every match to refine what labored and what must evolve. Nonetheless, the success of the Honey Deuce cocktail exhibits that cultural magic can’t be manufactured, solely nurtured. The steadiness of technique and spontaneity is what retains the activation contemporary 12 months after 12 months.[04:54] – Model Match Over Fame: Aleco stresses that partnerships should mirror model values, not simply attain. As a substitute of signing the world’s top-ranked tennis stars, Gray Goose partnered with Frances Tiafoe, whose power, pleasure, and magnificence embody the model’s joie de vivre. His authenticity resonates with audiences way over celeb standing alone. For Gray Goose, credibility comes from cultural alignment, not simply follower counts.[07:01] – Experiential Over Passive Media: In a fragmented media atmosphere, customers can tune out adverts however select to lean into experiences. Gray Goose invests in activations the place individuals choose in—whether or not attending the US Open or stumbling upon a branded pop-up. These contexts permit the model to create memorable, shareable moments. The result’s deeper shopper connection than conventional media buys can ship.[08:50] – Extending the Expertise House: When COVID saved followers out of stadiums, Gray Goose innovated by delivering Honey Deuce cocktails to houses, guaranteeing the custom lived on. That service now extends to New York, Miami, and Chicago, displaying how experiential can scale past bodily occasions. This 12 months, the model’s “Final Serve” pop-up bar at Grand Central introduced shock and delight to 700,000 day by day commuters. The technique proves that holding a cultural ritual alive requires assembly customers wherever they’re.[11:44] – On-Premise’s Roaring Return: With nightlife and eating places rebounding, Gray Goose sees on-premise events as essential moments of connection. However expectations are increased post-pandemic, as house mixology raised the bar for cocktail high quality. Gray Goose solutions with elevated rituals like Gray Goose Altius with caviar, experiences designed for sophistication and social sharing. The main target isn’t just on serving vodka, however on curating unforgettable experiences.[14:56] – Talking to Gen Z Moderation: Gen Z consumes much less alcohol general, however nonetheless seeks significant methods to rejoice. Gray Goose leans into moderation by positioning cocktails as a part of elevated, accountable experiences. The main target is on moments after work, at cultural occasions, or with pals, slightly than quantity. By aligning with this mindset, the model stays related with out encouraging extreme ingesting.[19:31] – AI as a Backstage Device: AI now accelerates insights, planning, and analysis that when required prolonged, pricey research. However Aleco is obvious: Gray Goose’s consumer-facing storytelling should stay human and cinematic. Their newest marketing campaign was filmed in Lake Como with Zoe Saldana to immerse audiences within the model’s world. The lesson right here is that AI helps operations, however model id should keep rooted in lived experiences.[27:15] – Sharpen the Axe: Aleco shares the parable of two lumberjacks: the one who took breaks to sharpen his axe outperformed the one who by no means stopped chopping. Early in his profession, he centered on nonstop execution however discovered the significance of stepping again. For younger entrepreneurs, progress comes from reflection, skill-building, and technique, not simply exercise. The message is obvious: sharpen your instruments if you wish to lead, not simply ship.