DJ B-LORD

CREATIVE COLLABORATION BETWEEN DJ B-LORD AND GREY GOOSE FOR HAPPY JUICE, A DRINK FOR PEOPLE WHO WANT TO BE HAPPY
Grey Goose, the world's best tasting vodka, is announcing a brand partnership with DJ B-Lord, South Carolina's premiere radio, club, mixtape and event DJ.
Grey Goose will be the featured ingredient in B-Lord's Happy Juice, a club sensation since 2007. Throughout the entire state of South Carolina-and everywhere B-Lord performs-Happy Juice will be on the menu. And it will be served in a customized cup.
"It's like a marriage made in heaven," the tastemaking DJ says. "It's two well-known brands coming together."
Happy Juice is for the party starter. Tired of waiting for service at the DJ booth, B-Lord began bringing his own Happy Juice to clubs, carrying the homemade concoction in gas jugs emblazoned with happy face stickers.
"It was the talk of the party," B-Lord recalls of the Happy Juice unveiling. "Ever since then, people wanted to know what it was."
It's 90 percent happy and 10 percent juice. But that's all B-Lord will say about how the drink is made and served.
"There's really a recipe," he says.
The Grey Goose and Happy Juice alliance will focus on strategic marketing and placement, and developing relationships with the clubs and their patrons across the state. DeAnthony Hill, president of B.A.D. Marketing & Promotions, introduced the Happy Juice concept to Marty Fettig, a Ben Arnold Beverage Company executive who signed off on the partnership.
B.A.D. markets more than 15 different liquor brands catered towards the urban demographic in South Carolina through a deal with Ben Arnold, a distributor of Grey Goose.
"In meetings-and from one particular marketing rep of mine, Dwight Heyward-Happy Juice just came up over and over," Hill says. "It just made sense. We really wanted to do something to touch on a celebrity in South Carolina and DJ B-Lord is that.
"While still keeping the integrity of what DJ B-Lord created in the streets, every urban club will have the opportunity to buy Happy Juice and store Happy Juice."
A full marketing campaign will be rolled out in the coming weeks.
"I'm honored to be a part of anything to do with Grey Goose," B-Lord says. "It's always been my favorite. If I drink something else, it's a rare occasion."