Winning serve: Grey Goose's US Open playbook for maximizing cultural impact | Podcast
Speed of Culture Podcast VideosSeptember 09, 202500:30:55

Winning serve: Grey Goose's US Open playbook for maximizing cultural impact | Podcast

In this episode of The Speed of Culture, Matt Britton sits down with Aleco Azqueta, Global VP of Marketing at Grey Goose Vodka, to explore how a brand rooted in French luxury has built cultural currency at the US Open, created enduring consumer rituals, and reframed time itself as modern luxury. Aleco explains why brand fit matters more than fame, how experiential activations beat passive impressions, and why young marketers need to stop “chopping wood” and start “sharpening the axe.”

[Timestamp: 02:17] – Turning a Drink Into a Ritual
[Timestamp: 03:26] – The US Open as Grey Goose’s Super Bowl
[Timestamp: 04:54] – Brand Fit Over Fame
[Timestamp: 07:01] – Experiential Over Passive Media
[Timestamp: 08:50] – Extending the Experience Home
[Timestamp: 11:44] – On-Premise’s Roaring Return
[Timestamp: 14:56] – Speaking to Gen Z Moderation
[Timestamp: 19:31] – AI as a Backstage Tool
[Timestamp: 27:15] – Sharpen the Axe

Listen to Aleco Azqueta on The Speed of Culture to learn how Grey Goose turns cocktails into culture, experiences into currency, and time into luxury.

For more insights, visit our blog: https://www.suzy.com/blog/aleco-azqueta-global-vp-marketing-grey-goose-vodka

Apple Podcasts: https://suzy.news/aleco-azqueta-yt

Spotify: https://suzy.news/aleco-azqueta-yt-spotify

#SpeedofCulture #GreyGoose #ExperientialMarketing #LuxuryBranding @AdweekMag
matt britton, market research, consumer insights, suzy, Speed of Culture, Experiential marketing, Market research platform, Luxury Branding, Bacardi, Grey Goose,