“The Honey Deuce is something we like to say is an overnight success, but eighteen years in the making… It really is a marketer's dream just seeing your brand being such an integral part of the cultural conversations.” - Aleco Azqueta

Luxury branding today isn’t about logos, it’s about experiences people share. Few spirits embody this better than Grey Goose, where a cocktail has become a cultural ritual: the Honey Deuce at the US Open. In this conversation, Aleco Azqueta, Global VP of Marketing, breaks down how a 19-year partnership turned into a seasonal phenomenon, why Grey Goose treats the US Open as its Super Bowl, and how partnerships with brand-fit athletes like Frances Tiafoe build credibility beyond reach. He also dives into on-premise’s comeback, luxury trade-ups like Grey Goose Altius, Gen Z’s moderation mindset, and why the brand’s newest campaign, Make Time Wait, reframes pleasure as a necessity in a world obsessed with speed.

Aleco Azqueta is the Global Vice President of Marketing at Grey Goose Vodka, part of the Bacardi portfolio. With more than two decades of brand-building experience, he has been instrumental in shaping Grey Goose into a modern symbol of luxury and cultural relevance.

At Grey Goose, Aleco leads the brand’s global marketing strategy, overseeing long-standing cultural partnerships like the US Open, which has become synonymous with the now-iconic Honey Deuce cocktail. He has also expanded Grey Goose’s presence through creator collaborations with athletes like Frances Tiafoe, innovative consumer experiences like the "Honey Deuce Express" RTD cocktail delivery via Uber Eats, and premium trade-up offerings such as Grey Goose Altius with its “Goosebumps” caviar ritual pairing.

Beyond activation, Aleco has championed Grey Goose’s new storytelling platform, Make Time Wait, which reframes time as the ultimate luxury in a world obsessed with efficiency. His approach reflects a balance of cultural fluency, lifestyle branding, and experiential marketing—all while staying true to Grey Goose’s DNA of joie de vivre.

Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:

Turning a Drink Into a Ritual

The Grey Goose Honey Deuce has become synonymous with the US Open, but its “overnight success” was 18 years in the making. Aleco credits consistency in sponsorship and the organic embrace of fans who turned the cocktail into a tradition. Today, media coverage and social feeds amplify it every September, making Honey Deuce Season a cultural moment. For Grey Goose, this is proof that long-term commitment builds rituals that no paid campaign alone could engineer.

The US Open as Grey Goose’s Super Bowl

Internally, Grey Goose treats the US Open as its Super Bowl, requiring a year of planning across marketing, activation, and partnerships. The team debriefs immediately after each tournament to refine what worked and what needs to evolve. Still, the success of the Honey Deuce cocktail shows that cultural magic can’t be manufactured, only nurtured. The balance of strategy and spontaneity is what keeps the activation fresh year after year.

Brand Fit Over Fame

Aleco stresses that partnerships must reflect brand values, not just reach. Instead of signing the world’s top-ranked tennis stars, Grey Goose partnered with Frances Tiafoe, whose energy, joy, and style embody the brand’s joie de vivre. His authenticity resonates with audiences far more than celebrity status alone. For Grey Goose, credibility comes from cultural alignment, not just follower counts.

Experiential Over Passive Media

In a fragmented media environment, consumers can tune out ads but choose to lean into experiences. Grey Goose invests in activations where people opt in—whether attending the US Open or stumbling upon a branded pop-up. These contexts allow the brand to create memorable, shareable moments. The result is deeper consumer connection than traditional media buys can deliver.

Extending the Experience Home

When COVID kept fans out of stadiums, Grey Goose innovated by delivering Honey Deuce cocktails to homes, ensuring the tradition lived on. That service now extends to New York, Miami, and Chicago, showing how experiential can scale beyond physical events. This year, the brand’s “Last Serve” pop-up bar at Grand Central brought surprise and delight to 700,000 daily commuters. The strategy proves that keeping a cultural ritual alive requires meeting consumers wherever they are.

On-Premise’s Roaring Return

With nightlife and restaurants rebounding, Grey Goose sees on-premise occasions as critical moments of connection. But expectations are higher post-pandemic, as home mixology raised the bar for cocktail quality. Grey Goose answers with elevated rituals like Grey Goose Altius with caviar, experiences designed for sophistication and social sharing. The focus is not just on serving vodka, but on curating unforgettable experiences.

Speaking to Gen Z Moderation

Gen Z consumes less alcohol overall, but still seeks meaningful ways to celebrate. Grey Goose leans into moderation by positioning cocktails as part of elevated, responsible experiences. The focus is on moments after work, at cultural events, or with friends, rather than volume. By aligning with this mindset, the brand stays relevant without encouraging excessive drinking.

AI as a Backstage Tool

AI now accelerates insights, planning, and research that once required lengthy, costly studies. But Aleco is clear: Grey Goose’s consumer-facing storytelling must remain human and cinematic. Their latest campaign was filmed in Lake Como with Zoe Saldana to immerse audiences in the brand’s world. The lesson here is that AI supports operations, but brand identity must stay rooted in lived experiences.

Sharpen the Axe

Aleco shares the parable of two lumberjacks: the one who took breaks to sharpen his axe outperformed the one who never stopped chopping. Early in his career, he focused on nonstop execution but learned the importance of stepping back. For young marketers, progress comes from reflection, skill-building, and strategy, not just activity. The message is clear: sharpen your tools if you want to lead, not just deliver.