The US Open in New York is currently serving a cocktail called the Honey Deuce that is expected to surpass $10 million in sales before the end of the tennis event on September 8. The sales from this single drink could cover both the male and female singles winners’ prize money, which is $3.6 million for each winner this year. This cocktail has become a major success for Grey Goose and the tournament, thanks to a strategic marketing campaign that coincided with the rise in popularity of tennis.
The US Open, one of the biggest sports events in the world, is experiencing record-breaking attendance this year. On opening day, August 25, a total of 74,641 fans entered the grounds in Queens, prompting concerns from long-time fans who found themselves in close quarters with unfamiliar faces. The US Tennis Association aims to attract 1 million fans this year, the most in its 56-year history, and StubHub sales are on track to surpass all previous US Open events. This large number of attendees means increased sales for the tournament’s signature drink, the Honey Deuce.
The Honey Deuce cocktail was created in 2007 by a former Grey Goose ambassador and restaurateur, Nick Mautone. Grey Goose was in its second year of sponsoring the US Open and needed a drink that was easy to serve in a high-capacity environment and had a light and refreshing taste for hot days. The cocktail is made with Grey Goose vodka, lemonade, a splash of Chambord raspberry liqueur, and topped with honeydew balls to resemble tennis balls. It has become a popular social media star and a best-selling item at the tournament over the years.
Despite the increasing price of the Honey Deuce, which has gone up four times in the past five years and now costs $23, sales for the cocktail have not been affected. The exclusivity of the drink, only available during the two weeks of the US Open, adds to its appeal. Grey Goose has expanded the availability of the Honey Deuce, partnering with bartenders at 140 New York-area locations and offering it as a canned cocktail for delivery in New York and Chicago during the tournament. The US Open has also introduced merchandise featuring the cocktail, which has been selling well.
The Honey Deuce has solidified its place among the elite cocktails associated with major sporting events, alongside drinks like the Azalea at the Masters golf tournament and the Pimm’s Cup at Wimbledon. It has become a cultural phenomenon at the US Open, with tournament organizers selling hats, pins, and t-shirts featuring the cocktail. The drink was recently tried by six-time US Open champion Serena Williams, who shared her tasting experience on TikTok. With its continued success and popularity, the Honey Deuce has become an essential part of the US Open experience.
