Grey Goose Expands US Open Playbook With Frances Tiafoe and Grand Central Pop-Up

Quick listen: Grey Goose takes US Open energy to Grand Central — in under 2 minutes.

Think the US Open ends when the final ball drops? Grey Goose says not quite.

The vodka brand is expanding its long-running partnership with the US Open by opening a three-day pop-up called the “Last Serve Bar” at Grand Central Terminal.

Running August 27–29, the brand activation gives fans a final chance to enjoy the tournament’s official cocktail, "Honey Deuce," on their way home from Arthur Ashe Stadium.

According to the brand, this is its first time giving fans rushing to and from the US Open another moment to savor the infectious energy of the tournament.

"The US Open is a premier sporting event that is truly unlike any other," Aleco Azqueta, Global VP of Marketing for Grey Goose, shared. 

"There’s an infectious, joyful spirit that inspires people to dress up in their finest fits, enjoy a Grey Goose Honey Deuce cocktail with friend,s and cheer on the best players from around the world."

Grey Goose has been a fixture at the US Open for 19 years, with its signature Honey Deuce becoming both a social media staple and a top-selling drink.

Last year alone, more than 556,000 were sold, generating $12.8 million in revenue for the USTA.

The cocktail has since evolved into a cultural marker of the tournament, showing up in celebrity posts, fan merchandise, and even airline menus.

The brand is also bringing back tennis star Frances Tiafoe as a partner for the second consecutive year.

Beyond the Court

The Last Serve Bar will run inside Vanderbilt Hall, offering complimentary sample-sized Honey Deuce and Espresso Martini cocktails during commuter rush hours.

The pop-up is open from 5–8 PM and 10 PM–1 AM, targeting both office workers and late-night crowds.

Meanwhile, the vodka brand continues to expand distribution of its "Honey Deuce Express," which delivers canned versions of the cocktail through Uber Eats and Cocktail Courier in New York, Chicago, and, for the first time, Miami.

At the Billie Jean King National Tennis Center, branded bars will continue serving the cocktail across four major locations, including Arthur Ashe Stadium’s promenade level.

"The Last Serve Bar was inspired by our latest creative campaign, 'Grey Goose Hôtel,' and our new brand platform 'Make Time Wait,'" Grey Goose Global Brand Director Krystina Robinson told DesignRush. 

 

"Recent studies show that people are becoming increasingly obsessed with spending their time 'productively,' but as a French brand, we believe pleasure is essential.

 

With The Last Serve Bar, we’re bringing that philosophy to life with French flair — inviting tennis fans and busy New Yorkers alike to embrace the excitement of the US Open a little longer instead of rushing to the next task.”

With an activation at one of New York City’s busiest transit hubs and a continued tie-in with a fan-favorite athlete, Grey Goose is making sure Honey Deuce remains the tournament’s off-court star.

Our Take: Does Extending the Party Work?

I think this campaign is smart because it meets fans where they are, rather than limiting the experience to the stadium.

Grey Goose's move to extend the energy into Grand Central allows it to tap into both commuters and tourists, turning every trip into a celebration.

It’s a subtle reminder that the brand is more than cocktails, but also about experiences worth pausing for.

In other news, McDonald’s is continuing to lean into nostalgia with its “McDonaldland” relaunch, bringing back retro characters for a new generation.

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