Grey Goose Relies on Bartending Wisdom

NEW YORK Grey Goose Vodka this week breaks a series of TV spots featuring a bartender offering advice on love, life and drinking responsibly.

The effort, via DeVito/Verdi, New York, includes five 15-second spots with the tag, “Rated the best-tasting vodka in the world,” which the New Rochelle, N.Y., company said is based on data from the Beverage Tasting Institute.

Campaign spending was not given. Grey Goose spent about $8 million on advertising in 2003, per TNS Media Intelligence/CMR.

In one spot, the bartender offers Grey Goose because it’s so good that no one will waste a sip, including a disgruntled date that might be moved to throw a drink in your face. In another, the bartender offers as words of wisdom, “Remember when you drink, drink responsibly.”

According to DeVito/Verdi, the goal was to give the “Rated the best-tasting vodka in the world” line a human face and put the information in the mouth of an expert. “Who better to extol the virtues of a great vodka but a seasoned bartender?”

The ads, part of an ongoing campaign that began last year, are playing nationally on cable television.

—Brandweek staff report