Grey Goose vodka and high-profile partnerships are synonymous. This summer – when the ‘tenniscore’ trend had a major moment (one that will likely last) – the beloved premium vodka brand teamed up with Canadian tennis star Eugenie “Genie” Bouchard. The Montreal native is best known for achievements like ranking 5th in the world in 2014 and gracing the tennis court at coveted tournaments like the Australian Open, the French Open, and Wimbledon. Most recently, she took her skills to the pro pickleball court. Of course, off the court, Bouchard is known for her fashion and ‘it girl’ lifestyle, which includes sipping Grey Goose, naturally.
“I was thrilled to partner with Grey Goose Vodka, because they are a brand that’s deeply rooted in fashion and luxury, much like the world of tennis,” says Bouchard. “Grey Goose and I also both share a passion for elegance and style, which is why this collaboration feels so natural. Partnering with Grey Goose is about more than just a cocktail; it’s about celebrating the intersection of sport, style, and luxury – it’s a perfect match.”
Grey Goose is the official sponsor of this year’s US Open has long ties to the game of tennis – and some of its star players. “I love a good espresso martini cocktail or Caesar, but the Grey Goose Honey Deuce is my go-to cocktail after a match, an iconic serve you see at the US Open,” says Bouchard. “It’s light, refreshing tasting, and just what I need to cool down and celebrate a good game.”
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Serving stylish accessories in addition to cocktails, Grey Goose also recently teamed up with Canadian brand FIVE JWLRY to create custom tennis-inspired jewellery. The limited-edition pieces merge Montréal streetwear and the trending ‘tenniscore’ chic aesthetic with a touch of elegance, embodying the spirit of Grey Goose with things like martini glass charms and charms of the brand’s iconic goose joining those of tennis racquets.
“From movies to fashion, tenniscore is everywhere and it seems everyone, myself included, embraced the sport and trend all summer long,” says Bouchard. “I love that everyone is so invested in tennis and how tenniscore is bringing more fans to the sport! To me, it means somewhat of a return to preppy and classic styles inspired by the sport of tennis and the trend is bringing more fans in!”
Off the court, Bouchard says her style is about what is comfortable and timeless. “I like incorporating clean and simple silhouettes with some classic jewellery pieces,” says Bouchard. “I think my style is also influenced by the world of sport and the sophistication that comes from tennis. That’s why I was pleased to also work with Grey Goose as a brand that is already deeply rooted in the world of fashion and has recently brought two of my favourite things together – tennis and jewelry – with their recent collaboration with Montreal designer, Fred Robichaud and FIVE JWLRY, to create custom tennis-inspired jewelry.”
While tenniscore is enjoying life in the spotlight, so is pickleball — and Bouchard is now making waves on the pickleball court.
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“I don’t know if it’s much of a surprise, but I do think audiences think it is easy for tennis players to pick up any other sport, as some athletes in other sports do,” says Bouchard, when asked what people would be surprised to know about her. “However, part of being a tennis player is that precision, intensity and commitment to perfection, which can often make it challenging for us to easily pick up other sports.”
She admits she gets nervous at times when she tries a new spot like pickleball. “As a tennis player, it was humbling to try and live up to the expectation of fans,” says Bouchard. “It felt like I had to rewire my brain and spend tons of time practicing. Despite this, I love challenging myself and took this opportunity to play both the game that I love and the game that I was learning to love and feel so thankful to be busier than ever with both sports.”
