In the taxonomy of branded beverages, most enjoy the lifespan of a doubles match — introduced with fanfare, forgotten by the next tournament. The Honey Deuce, that pink-hued confection of Grey Goose vodka, raspberry liqueur and lemonade, garnished with melon balls meant to resemble tennis balls, has proved to be a rather more durable creation.
Nearly two decades after Grey Goose and the United States Tennis Association first introduced the drink at the United States Open, sales continue to rise, which in the spirits business qualifies as something close to a minor miracle. The partners, apparently not content to let a good thing simply continue being good, are investing further to extend the cocktail's appeal beyond the fortnight in Flushing Meadows.
The Honey Deuce has become, in marketing parlance, an "ownable moment" — one of those rare instances where a brand manages to attach itself to a cultural occasion so thoroughly that the two become difficult to separate. (The mint julep at Churchill Downs would recognize the achievement, though it has a considerable head start.)
What makes the partnership notable is less the cocktail itself, which is pleasant enough if you enjoy your vodka sweet, than the longevity of the arrangement. Sponsorship deals in sports tend to be transactional affairs, renewed or abandoned based on the prevailing winds of marketing strategy and chief marketing officer tenure. That Grey Goose and the U.S.T.A. have maintained their collaboration through multiple agency reviews, ownership changes at the vodka brand and whatever else has transpired since the mid-2000s suggests either genuine affection or genuine sales figures. Probably both.
The melon balls, one suspects, do not hurt.
Original story published in adage.com: "How Grey Goose’s Honey Deuce became a marketing success - Ad Age"