Home Content marketing Gray Goose Joins the Grammys as Official Spirit Partner in Multi-Year Pact

Gray Goose Joins the Grammys as Official Spirit Partner in Multi-Year Pact


Dive brief:

  • Bacardi Limited vodka brand Gray Goose last week became the official spiritual partner for the 64th Annual Grammy Awards, which is scheduled to air on January 31. by a press release. The partnership spans a multi-year contract and was announced on November 22, the day before nominations for this year’s awards went live.
  • To promote the partnership, Gray Goose is launching a series of in-person and virtual activations on the Mondays leading up to the ceremony, which this year will be held on a Monday instead of its typical Sunday airtime. A creative campaign covering television, digital and social media will also accompany the series.
  • To complete the partnership, Gray Goose has designed a new, music-inspired take on the martini called Passion Drop, which it will promote at events throughout Grammy Week and in select bars and restaurants. The partnership is the latest move from the vodka brand, which is celebrating its 25th anniversary this year, to market its product behind themes of style, music and culture.

Dive overview:

Gray Goose’s new partnership with the Grammys ties the vodka’s name to one of the year’s televised events. The pact spans several years – although no specific timeline has been detailed – which could allow Gray Goose to forge a solid relationship with the ceremony, its guests, and its audience. Additionally, the partnership was announced the day before the nominations for this year went live – a moment that received important social media chat, which Gray Goose may have tapped into in association with the ceremony.

The Gray Goose news follows parent company Bacardi Limited’s launch of the first Bacardi rum holiday campaign in years, which includes a Times Square takeover.

Following the Grammys’ shift from its Sunday airtime to a Monday slot, Gray Goose is launching a Monday series with digital content, live events and collaborations that will showcase the art of performing. past year. The live activations have generated interest from spirits brands in particular looking to promote their quality flavors. The rollout will also include a creative campaign spanning more traditional channels, as well as e-commerce offerings, including a limited edition cocktail kit, according to details shared with Marketing Dive.

The partnership comes as Gray Goose delves more deeply into themes of style, music and culture to fuel its marketing. The vodka brand launched earlier this month “Long live the Martini“, an ode to the classic drink titled by a 30-second film of party and choreographed dance. In June, Gray Goose hosted a virtual performance by SZA to promote its line of herbal products.

Likewise, the Grammys collaboration features a new cocktail designed to reflect the musical themes of the past year. The Passion Drop is a remix of the martini – which recently saw a revival of popularity – offering a “new take on a classic rhythm”, with unexpected ingredients that speak to the diverse styles of music of the nominees. Gray Goose will promote the drink at several events throughout Grammy week, including the nominees reception and the Grammy celebration, and serve it in select bars and restaurants nationwide for those absent.

“Our two brands are focused on celebrating excellence and artistic expression, sharing a mission of recognizing and elevating creative voices,” said Adam Roth, senior vice president of partnerships and business development at the Recording Academy, in the press release.