Grey Goose teams up with the GrammysBy Alice Brooker
Bacardi-owned Grey Goose vodka and the Recording Academy have kicked off their multi-year partnership with the launch of a Martini-style cocktail.
The vodka brand has been named the official spirit partner of the 64th annual Grammy awards, a ceremony dedicated to artists who have delivered the best music of 2021.
Aleco Azqueta, vice president of marketing for Grey Goose, said: “The Grammys celebrates best-in-class music, but they’re also a showcase for an artist’s individual style.
“Grey Goose similarly brings its own personal flair to every cocktail and experience it creates. We’re excited to stand alongside the Recording Academy and commemorate the unique style that went into the music that moved us this year.”
Grey Goose and music company the Recording Academy, which presents the Grammys, are celebrating the partnership with a new signature cocktail.
The Grey Goose Passion Drop is a twist on the classic Martini, and combines the brand’s vodka, ginger syrup, and fresh passionfruit puree, finished with a lemon twist garnish.
Azqueta added: “What better way to champion style than with a cocktail as iconic as the Martini?
“Our signature Passion Drop offers a fresh spin on the traditional sip. We’ve added a few unexpected ingredients, such as passionfruit, which speaks to the passionate style we’ve experienced from this year’s best music.”
As well as appearing at several Grammy events, such as the nominees reception and the pre-Grammy gala, the cocktail will also be served at select bars and restaurants across the US.
“We are so excited to begin our partnership with Grey Goose as we head into Grammy season,” said Adam Roth, senior vice-president, partnerships and business development of the Recording Academy.
“Our two brands centre on the celebration of excellence and artistic expression, sharing a mission to recognise and elevate creative voices. We look forward to celebrating our music community in January and creating memorable moments with Grey Goose on music’s biggest night.”
The partnership has been announced ahead of the Grammy award nominations, taking place tonight (23 November) at 8pm ET. The Grammy ceremony takes place on 31 January 2022.
The brand recently unveiled its Martini campaign to spotlight the classic serve.