It also released a video starring Mexican F1 driver Sergio "Checo" Perez. The brand hosted an event geared toward consumers, distributors and retailers during last weekend’s Miami Grand Prix.
One of Patron’s recent plays seized on the rising popularity of Formula One. Now that more drinkers are out and about, “they love the fact that bartenders are recommending new cocktails, also giving them inspiration when they go home to recreate again.”įor liquor brands, that ups the ante on bartender outreach and creating events that raise interest in cocktail recipes that include their own brands. NFTs aside, Grey Goose and Patron are investing more in pure play in-person event marketing as pandemic restrictions ease.Īs Parker explains on the podcast, interest in mixology spiked during the early days of the pandemic as more people became amateur bartenders at home. Buyers of the NFT got actual bottles of the blend-with only 150 individually numbered bottles for sale. words Once a logo of pride for both African-American and Wiccan parents. In January, Patron teamed with a wine and spirits NFT marketplace called BlockBar to launch an NFT featuring Chairman’s Reserve, a high-end Patron blend that it had never before released to the public. symbols and stylish names for GreyGoose Grey Goose modern budget decks. “We really do believe that there has to be something that can be consumed as well, so it is not only what lives as an NFT, it should turn into real life,” Parker said.
The effort, which drew valuable free media from fashion outlets such as Vogue, is an example of how the spirits marketer’s NFT marketing approach is about a lot more than virtual goods. The auction was handled by DressX, which specializes in meteverse fashion. Then Grey Goose turned an image of the bag into an NFT with the token doubling as a ticket to a Fashion Week New York event featuring Dundas. The brand got Paris Hilton to wear it on the red carpet of the Grammys, which came on the heels of Grey Goose inking a multi-year sponsorship of the awards show. “But we need to be experimenting and constantly driving opportunities to connect with consumers wherever they are.”įor Grey Goose, recent experiments have included commissioning Peter Dundas to create a martini-shaped handbag decorated with 3,404 Swarovski crystals. buyers of alcohol,” she said on the latest edition of the Marketers Brief podcast. Maine-based folk band the Old Grey Goose took its name from a 1953 Chevy they drove on their first southern tour in 1977. Some fading creasing soiling wear and use. “TV is still the most successful way to recruit. GREY GOOSE VODKA LE CITRON Spell Out Logo Black BASEBALL CAP HAT.
Subscribe to Ad Age now for the latest industry news and analysis.įor Parker-who is 20 months into her job as CMO of Grey Goose and Patron for spirits giant Bacardi Limited-that means balancing modern methods, like NFT drops, with tried-and-true ad plays, such as TV campaigns. You need to experiment but you also need to make sure you are driving the health and performance of the business.” When describing the role of a modern-day marketer, Kathy Parker makes this analogy: “As a CMO you need to be a ringmaster of a 10-ring circus-because there are so many different channels you have to be able to navigate.