Aleco Azqueta

Aleco Azqueta, the vice president of global marketing for Grey Goose, shares insights on vodka's enduring relevance in a rapidly evolving drinks market. The conversation explores vodka's vibrant resurgence, especially in classic cocktails like the martini. Azqueta discusses how effective marketing has reshaped vodka's brand identity for younger consumers. He also highlights innovative products and the cultural impact of the Honey Deuce cocktail at the U.S. Open, illustrating vodka's adaptability in the premium spirits landscape.