Beer rules pro sports. Liquor brands like Grey Goose and Diageo want in
Briefly

"The reach of the NFL allowed us to activate our brands across all 50 states," says Ed Pilkingt.
"Sporting events continue to draw large in-person crowds and millions of television viewers, even amid a fragmented media market."
"These partnerships highlight a growing trend: Liquor companies are capitalizing on the massive reach of sports to shake up their brand presence."
"Grey Goose unveiled a new relationship with the Australian Open, opening serve with a citrus vodka libation that will be sold at the tennis tournament next month."
Read at Fast Company
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