Commentary

Grey Goose Backs U.S. Open

Grey Goose vodka has, for the fifth year, signed on as promotional partner for the 2011 U.S. Open Tennis Championships in Flushing, NY. The company will have a themed cocktail called the Honey Deuce for purchase in souvenir cups featuring previous US Open champions at bars on premise throughout the tournament.

Grey Goose says it has also commissioned an eight-foot tall replica of the cocktail's souvenir cup filled with official US Open tennis balls (meant to evoke the drink's melon balls.) A text-based promotion lets consumers attending the US Open guess the number of tennis balls in the cup.

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About the Author

Karl Greenberg writes about automotive, consumer-packaged-goods, sports, and travel for “Marketing Daily.” Prior to this, he was the automotive editor at "Brandweek" magazine. He was also the Internet advertising technology writer for "Adweek," and petrochemical editor at "Chemical Market Reporter". You can reach Karl at karl@mediapost.com.