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Grey Goose serves up multi-year tennis deal with AO
Following its success at the US Open, Grey Goose Vodka has now set its sights on another tennis grand slam tournament.
Grey Goose has been named the Australian Open Tennis’ official vodka partner from 2025.
The Australian Open (AO) – held annually in Melbourne in January – is one of tennis’s grand slams, one of the four biggest tournaments on the sport’s calendar.
The partnership comes off the back of success Grey Goose has seen at the US Open, another grand slam, which takes place in New York in the last week of August. This year, its signature raspberry serve for the tournament, the Honey Deuce cocktail, was a smash hit – selling 556,000 serves over the course of the competition, with sales reaching US$12.8 million.
It was also the second top-trending cocktail on Google this year.
In Melbourne, the vodka brand will be hoping to repeat the feat with the Grey Goose Lemon Ace, a new signature serve for the tournament that will be positioned as a ‘must-have cocktail of the summer’. It is described as a ‘citrus-forward creation’ that combines the brand’s original vodka with passion fruit syrup and sparkling lemonade, served over ice and garnished with a lemon ball and fresh mint.
Bacardi-Martini Australia managing director, Luiz Schmidt, commented: “We are thrilled to bring Grey Goose to the Australian Open, a world-class event that celebrates talent, passion and unforgettable moments.
“This exciting partnership allows us to enhance the off-court experience, offering fans the chance to enjoy the signature craftsmanship and luxury of Grey Goose in an atmosphere of unmatched excitement and celebration. We cannot wait to share the Grey Goose Lemon Ace with fans both locally and globally who follow this incredible tournament.”
Fan activations
In addition to the Lemon Ace, the brand has also created special activations and experiences for fans.
There’ll be two exclusive courtside hospitality offerings: the Grey Goose Rooftop at the Courtside Bar on court six, where fans can enjoy the action with a freshly mixed Lemon Ace, exclusive to the first-floor bar for ground pass holders, as well a curated cocktail menu; and Club 1905, an AO Reserve hospitality space named in honour of the Australian Open’s foundation year with Martinis and signature serves of its prestige vodka Altius on offer.
The experiences are part of the vodka’s summer campaign Game, Set, Goose, which blends its ‘signature elegance’ with the ‘exuberant energy of what’s affectionately known as the Happy Slam’.
The brand added that by combining elevated cocktails, refined hospitality and the vibrant spirit of Australian summer culture, it aims to ‘redefine the fan experience – on and off the court – and solidify its position as a leader in tennis celebrations worldwide’.
Outside of Melbourne Park, fans will also be able to enjoy the Lemon Ace at a range of premium hospitality venues across Australia and from the comfort of their own homes through the recipe.
Tennis Australia chief commercial officer Cedric Cornelis said: “We take great pleasure in welcoming Grey Goose to our partner family. Like the Australian Open, it is renowned for delivering unforgettable experiences, making the partnership a natural fit. We’re excited for fans to enjoy this globally renowned tournament while savouring iconic Grey Goose cocktails this summer – and for many years to come.”
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