In the vibrant setting of the US Open, one cocktail is emerging as the unmistakable symbol of the tournament. The Honey Deuce, a sophisticated blend of vodka, lemonade, and raspberry liqueur, garnished with exclusive melon balls, is shattering sales records and becoming a true sensation. Priced at $10, this cocktail has gained such popularity that sales are projected to exceed the impressive $10 million mark during the championship.
The Honey Deuce’s popularity has prompted the tournament to establish several “Honey Deuce Express” bars throughout the US Open complex, each dedicated exclusively to selling this iconic drink. This strategy not only created a lively gathering spot for fans but also significantly boosted the tournament’s revenue.
Remarkably, the sales of the Honey Deuce have the potential to cover the combined prize money awarded to the tournament’s individual winners. This year, the men’s and women’s champions of the US Open will each receive $3.6 million, totaling $7.2 million. Thus, from the revenue generated by this cocktail alone, the tournament could easily fund the champions’ prize money.
The meteoric rise of the Honey Deuce is a direct reflection of a skillful marketing campaign and the growing fascination with tennis. Created by Grey Goose, the cocktail has not only become a success for the brand but also established itself as a central element of the event. As the US Open continues to draw crowds of sports enthusiasts, the Honey Deuce solidifies its status as an icon of the tournament, symbolizing the perfect fusion between the sophistication of tennis and the pleasure of a well-crafted drink.
The US Open, one of the most prestigious sporting events in the world, is reaching new attendance records this year. On the opening day, August 25, the tournament saw an impressive record of 74,641 spectators filling the stands at the Flushing Meadows complex in Queens. This massive turnout generated a wave of excitement but also posed challenges for some of the most dedicated fans, who faced a more intense crowd than in previous years.
The United States Tennis Association (USTA) has high expectations for this edition, projecting a total of 1 million spectators throughout the tournament, which would represent the largest attendance in its 56-year history, according to the Sports Business Journal. This significant increase in visitors reflects the growing appeal and popularity of the event, which has attracted even larger crowds each year.
StubHub, one of the leading secondary ticket-selling platforms, reported to CNN that sales are on track to surpass all previous records for the US Open. The site has seen growing demand, with tickets being sold at increasingly higher prices, reflecting the enormous interest in the tournament.
With so many people packing the event, the US Open’s signature cocktail, the Honey Deuce, has become an increasingly coveted item, although its price has also risen. Demand for this drink, which mixes vodka, lemonade, and raspberry liqueur, served with melon balls, is following the general trend of rising prices and enthusiasm around the tournament. As the US Open continues to draw record crowds, the event is establishing itself not only as a landmark in the tennis world but also in the realm of major global sporting events.
The Honey Deuce, the US Open’s emblematic cocktail, has a history that dates back to 2007, when Grey Goose, a renowned vodka brand, marked its second year of sponsorship with the tournament. This sponsorship deal, extended in 2023 for another five years, sought to create a drink that would align with the dynamic and vibrant nature of the sporting event.
The creation of the Honey Deuce was an innovation by Nick Mautone, a former Grey Goose ambassador and restaurateur, who found inspiration while visiting a farmers’ market. Observing a melon, Mautone reflected on what could capture the spirit of summer. The idea of combining the freshness of lemonade with the smoothness of vodka and the sweet touch of Chambord raspberry liqueur emerged as the perfect answer for a bustling event.
Aleco Azqueta, vice president of marketing at Grey Goose, explained to CNN that the cocktail’s conception was based on the need for a drink that would be easy to serve at large events and offer a light, refreshing taste for hot days. The result was the Honey Deuce, a mix of Grey Goose vodka, lemonade, and a splash of Chambord raspberry liqueur, topped with three melon balls resembling tennis balls. The drink quickly became a sensation, not only for its taste but also for its photogenic presentation, gaining prominence both at the Grand Slam and on social media.
The name “Honey Deuce” also references the tennis term “deuce,” which describes the situation when players are tied at 40-40, adding a layer of meaning to the cocktail that celebrates the essence of the sport. Over the years, the Honey Deuce has cemented its place as an icon of the US Open, reflecting the innovation and excitement that characterize this prestigious tournament.
Last year, the Honey Deuce, the iconic US Open cocktail, reached an impressive milestone, with 460,275 units sold at $22 each, accompanied by a commemorative plastic cup. This success generated more than $10.1 million in sales solely at the concession stands at the USTA Billie Jean King National Tennis Center in Queens.
The popularity of the Honey Deuce was so great that the tournament implemented several “Honey Deuce Express” bars throughout the event complex, dedicated exclusively to selling this drink. To meet the high demand and speed up service, some of these bars were equipped with cocktail batch-mix taps.
Since its creation nearly two decades ago, more than 2.2 million Honey Deuces have been sold at the US Open. With the tournament’s attendance continuing to rise, sales of this cocktail are likely to break records again this year.
Despite the price of the Honey Deuce having increased considerably — rising four times in the last five years and reaching $23 this year — demand has not diminished. The commemorative cup that accompanies the drink is now an even more coveted item, reflecting the growing popularity and status of the cocktail as a symbol of the US Open. The drink continues to attract both tennis enthusiasts and cocktail lovers, solidifying its place as an indispensable tradition of the tournament.
Azqueta emphasizes that the growing popularity of the Honey Deuce is strongly tied to its exclusivity. Available only during the two weeks of the US Open, the cocktail has become a highly anticipated and coveted item. “What’s unique about the Honey Deuce is that it’s something people really crave, as you can only get the original at the US Open,” explained Aleco Azqueta, vice president of marketing at Grey Goose.
To maximize the drink’s reach, Grey Goose partnered with bartenders to offer the Honey Deuce at about 140 locations in the New York area. In addition, the cocktail is also available as a canned version for delivery in New York and Chicago, allowing even those who couldn’t attend the tournament in Queens to experience a taste of the event.
US Open organizers are expanding the impact of the Honey Deuce beyond the drink by launching, for the first time, a line of related merchandise, including hats, pins, and t-shirts themed around the cocktail. The sale of these items has been so successful that the remaining stock is limited, with plans to restock underway, as reported by a US Open spokesperson to CNN.
While other sporting events do not provide specific data on special drink sales, the Honey Deuce has established itself as royalty in the “cocktail kings of major sporting events,” according to Mea Leech, director of beverages at Virgin Hotels New York. The success of the Honey Deuce exemplifies how a drink can transform into a cultural and commercial icon, reflecting the synergy between a high-profile event and an innovative brand.
