Grey Goose Vodka serves the US Open in Decentraland metaverse


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US Open Decentraland

Luxury vodka brand Grey Goose enters the metaverse. The French brand debuted a MetaVIP Lounge for US Open (tennis tournament) on the top metaverse platform Decentraland

The virtual lounge offers unique and immersive experiences beyond tennis, such as completing metaverse quests and games, earning NFT wearables, and a chance to win a trip to the 2023 US Open Men’s Finals. 

“This is our first real foray into the metaverse. We’ve been talking for a long time about how we wanted to show up with Grey Goose. We know it’s an important touch point for our fans,”

Aleco Azqueta, Grey Goose VP of marketing, North America, said

To enter the draw for the 2023 Finals, fans have to complete a quest called Honeydew Hunt and fill out a form. Participants must be 21 years or older and can only submit one form per day. 

The MetaVIP Lounge is accessible to anyone via laptop. The experience begins with age verification, then users enter a tennis-ball space and are greeted by Gustav, a goose tour guide. After the greeting, fans play a game inspired by the tournament’s official cocktail, the Grey Goose Honey Deuce. When players complete the game, their in-game avatar gets the opportunity to enter the bar and join a lesson on preparing the symbolic cocktail. 

Unlike other sports events hosted in the metaverse, The MetaVIP Lounge doesn’t broadcast the tournament’s matches for fans to watch. 

“The way we were thinking about it is: if you were working for a company in the ‘90s, it’s like, oh do you need a website? Maybe 15 years ago, companies said, do you think we need a Facebook page? [The metaverse] is where fans of our brand are going to be interacting in the future. Many of them are already there now,”  

Azqueta shared his thoughts about the future of the metaverse.

The US Open takes place every year in Flushing Meadows, New York. It’s one of the four grand slams in tennis. This year, the tournament started on August 29 and ends on September 11 with the Men’s finals. The US Open event in Decentraland takes place at the same time. 

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Agne Cimermanaite

Agne is a journalist and writer with a background in literature, culture, and arts. She entered the Web3 space in 2021 and began writing about cryptocurrency and NFTs. Agne is passionate about technology and storytelling and is always on the lookout for exciting stories.

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