Dive Brief:
- Bacardi Limited vodka brand Grey Goose last week became the official spirit partner of the 64th annual Grammy Awards scheduled to air on Jan. 31, per a press release. The partnership spans a multiyear contract, and was announced on Nov. 22, the day before nominations for this year's awards went live.
- To promote the partnership, Grey Goose is launching a series of in-person and virtual activations on Mondays leading up to the ceremony, which this year will be held on a Monday instead of its typical Sunday airtime. A creative campaign spanning TV, digital and social will also accompany the series.
- Rounding out the partnership, Grey Goose has designed a new music-inspired take on the martini called the Passion Drop, which it will promote at events throughout Grammy Week and in select bars and restaurants. The partnership is the latest move by the vodka brand, which is celebrating its 25th anniversary this year, to market its product behind themes of style, music and culture.
Dive Insight:
Grey Goose's new partnership with the Grammys ties the vodka's name to one of the year's tentpole TV events. The pact spans multiple years — though no specific timeline was detailed — which could allow Grey Goose to build a strong relationship with the ceremony, its guests and audiences. Moreover, the partnership was announced the day before nominations for this year went live — a moment that received significant chatter on social media, which Grey Goose may have tapped into by association with the ceremony.
The Grey Goose news follows parent company Bacardi Limited's launch of Bacardi rum's first holiday campaign in years, which includes a Times Square takeover.
As a result of the Grammys moving from its Sunday airtime to a Monday slot, Grey Goose is launching a Monday series featuring digital content, live events and collaborations that will highlight the artistry of the past year. Live activations have seen an interest from spirit brands in particular looking to promote their quality flavors. The rollout will also feature 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 arrives as Grey Goose leans deeper into themes of style, music and culture to fuel its marketing. The vodka brand earlier this month launched "Vive le Martini," an ode to the classic drink headlined by a 30-second film of partying and choreographed dancing. In June, Grey Goose hosted a virtual performance by SZA to promote its botanically infused product line.
Similarly, the Grammys collaboration features a new cocktail designed to reflect musical themes of the past year. The Passion Drop is a remix of the martini — which has recently seen a resurgence of popularity — offering a "fresh spin on a classic beat," with unexpected ingredients that speak to the varied styles of music from the nominees. Grey Goose will promote the drink at several events throughout Grammys Week, including the Nominees Reception and Grammys Celebration, as well as serve it at select bars and restaurants nationwide for those not in attendance.
"Our two brands center on the celebration of excellence and artistic expression, sharing a mission to recognize and elevate creative voices," said Adam Roth, senior vice president of partnerships and business development of the Recording Academy, in the press release.
