Grey Goose Vodka, the "World’s Best Tasting Vodka," announced the launch of its new "Discerning Taste" campaign. Produced by New York-based @radical.media, the campaign is the brand’s first major advertising effort since its acquisition by Bacardi in 2004.The new campaign consists of four different print ads and three broadcast spots. Creative elements capture particular moments, people, places, and events in the lives of Grey Goose consumers revealing their unyielding lifestyle of discerning taste. The theme further supports the brand’s commitment to represent more than just a spirit, but a luxurious lifestyle brand. The print exposes the back stories of Grey Goose drinkers by depicting images ranging from an enjoyable round of golf to a spontaneous late night dinner with friends. These snapshot moments suggest that a Grey Goose drinker’s inherent eye for detail leads them to seek refined subtleties in more than just their vodka–but in all aspects of life.The campaign debuts in conjunction with the U.S. Open Tennis Championships in which the brand will be the promotional partner of the tournament. The ad will surround broadcast coverage on the USA Network and will also appear on The Golf Channel, ESPN, and HD Networks and in print outlets such as BlackBook, Departures, GQ, Golf Digest, Travel + Leisure, Vanity Fair and Wine Spectator.