The partnership between Grey Goose and the US Open is one of the longest-running spirits partnerships in sports, and in 2025, the Official Vodka of the tournament is celebrating with the Last Serve Bar pop-up at New York’s Grand Central Terminal.
In 2024 alone, the Grey Goose Honey Deuce cocktail generated over $12.8 million in sales with more than 556,000 cocktails sold by the USTA. At the pop-up bar, which runs from August 27th to 29th in Vanderbilt Hall, commuters have the chance to sip a complimentary, sample-sized "tini" version of the signature cocktail and espresso martini cocktails. Perfect for capping off the experience of watching a daytime match or preparing for an evening one, the Last Serve Bar delivers winning serves.
What's Driving This Trend
- Branded Experience Marketing
- Brands are increasingly leveraging experiential marketing tactics like pop-up bars to create lasting impressions and deepen customer engagement.
- Sports and Beverage Partnerships
- Collaborations between beverage brands and major sports events integrate lifestyle and leisure, enhancing sponsorship impact and consumer loyalty.
- The Rise of the Pop-up Concept
- Short-term, thematic pop-up establishments provide a dynamic and engaging customer experience that can boost brand visibility in high-traffic areas.
Who This Affects Most
- Event Marketing
- An increasing focus on immersive and memorable brand encounters drives the evolution of event marketing strategies.
- Hospitality and Leisure
- The convergence of hospitality with sports events and themed experiences attracts diverse demographics seeking unique social venues.
- Alcoholic Beverage
- Strategic partnerships with major sports events present opportunities for alcoholic beverage brands to expand market reach and enhance brand prestige.
