# Tennis-Themed Pop-Up Bars Grey Goose's Last Serve Bar Brings a Signature Serve to Commuters By Laura McQuarrie | Published 2025-08-21 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/last-serve-bar References: [thespiritsbusiness](https://www.thespiritsbusiness.com/2025/08/grey-goose-takes-honey-deuce-to-commuters/) & [prnewswire](https://www.prnewswire.com/news-releases/grey-goose-vodka-celebrates-tennis-season-with-frances-tiafoe-and-the-last-serve-bar-at-grand-central-terminal-302534797.html)  The partnership between [Grey Goose](https://www.trendhunter.com/trends/frances-tiafoe) 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](https://www.trendhunter.com/trends/Caroni-rum) 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](https://www.trendhunter.com/trends/sunscreen-partner). 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. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 67% | Activity: 64% | Freshness: 46% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Drinking](https://www.trendhunter.com/drinking) ## Key Themes ### 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. ## Related on Trend Hunter - [Tennis-Inspired Cocktails](https://www.trendhunter.com/trends/honey-deuce-cocktail-kit.md) - [Tennis-Player Vodka Campaigns](https://www.trendhunter.com/trends/frances-tiafoe.md) - [Tennis Tournament Cocktails](https://www.trendhunter.com/trends/le-melon-ace.md) - [Elevated Tennis-Inspired Cocktails](https://www.trendhunter.com/trends/honey-deuce-la-mark.md) - [Elevated Tennis-Inspired Cocktails](https://www.trendhunter.com/trends/grey-goose-raspberry-lemonade.md) - [Immersive Pop-Up Martini Bars](https://www.trendhunter.com/trends/duet.md) - [Zesty Tennis-Inspired Cocktails](https://www.trendhunter.com/trends/the-ace-paloma.md) - [Tennis-Inspired Dessert Pop-Ups](https://www.trendhunter.com/trends/graza-x-talenti.md) - [One-Brand Vodka Martini Bars](https://www.trendhunter.com/trends/grey-goose-martini-bar.md)