Despite healthy levels of brand awareness, Grey Goose lacked visibility and relevance.  This perception led consumers being quicker to recall and choose other vodka brands for casual, everyday drinking occasions.  

Grey Goose needed to regain first-choice status, so it updated its brand positioning to meet the needs of the next generation of consumers.  But a positioning shift alone would not be enough.  We had to bring the new positioning to life by finding the right partnership to thread Grey Goose into the conversation to rebuild its cultural cachet. 

How did we disrupt our behavior and show up meaningfully in culture to a new generation of tastemakers?

Enter The Shop UNINTERRUPTED, the Sports Emmy-winning series that brings celebrated artists, entertainers, athletes, and advocates together for authentic, raw, untapped conversation in a barbershop setting. Guests are encouraged to speak openly, sipping cocktails as the conversation flows.

Working directly with show creatives, we used this cocktail opportunity to develop a first-ever partnership with The Shop UNINTERRUPTED.

We fully integrated Grey Goose via the martini, showing up naturally alongside topics that matter to audiences. Then, knowing we had to maintain The Shop’s editorial voice, we carefully built moments of brand alignment:

• Eschewed YouTube pre-roll for a custom opener featuring co-hosts Maverick Carter and Paul Rivera “toasting” each episode

• Drove deeper brand storytelling with a new, bespoke companion series, The Shop: Lineup

• Fueled audience appetites with a stream of social

To meet demanding business objectives, Grey Goose had to become more meaningful to the next generation of tastemakers driving culture forward.

These tastemakers craved connection now more than ever. It was critical we find occasions and partnerships that would align Grey Goose with genuine, everyday conversations and moments these tastemakers cared about rather than focusing on high-energy celebrations like birthdays and holidays.

We knew the best way to connect was through trusted voices and platforms that were social-first.  Through proprietary brand data, we revealed four pillars that would most inspire cultural conversation: Sports, Music, Film, and Style.

Bottom line – delivering this partnership would need to be a true collaboration to reinvigorate our brand in culture.  Now we had to find the right partner for the challenge.

Our partnership with UNINTERRUPTED and The Shop revitalized Grey Goose in culture, increasing brand relevance, consideration, preference, and brand love metrics with this next generation of consumers.

- After one episode, viewers were 79% more likely to consider purchasing Grey Goose and 2x more likely to talk about the brand. And Fans loved the series, overdelivering on viewership guarantees by 47% (4.7MM views)

- 66% agreed Grey Goose is a ‘brand for me’2 after seeing social content

- Grey Goose Preference grew by 15%, while competitor preference declined.

Finally, our social standing rose compared to other Spirits brands, now making us the #1 Vodka on the list.