The Honey Deuce: How the U.S. Open’s Signature Cocktail Became a $10 Million Business Boost

Since its debut in 2007, the Honey Deuce has become one of the most iconic signature cocktails in sports and a major economic driver for the U.S. Open. Created through a partnership between Grey Goose and the U.S. Open, the refreshing mix of vodka, lemonade, raspberry liqueur, and frozen honeydew melon balls has evolved into a must-have experience for tennis fans. The drink’s popularity has skyrocketed over the years, with more than 400,000 Honey Deuce cocktails sold since its introduction. In recent tournaments, sales have averaged over 100,000 drinks per year, and with an average price of $22 in 2025, the Honey Deuce now generates well over $2.2 million in annual revenue, making it one of the most profitable concessions in American sports.

The success of the Honey Deuce is no accident — it’s the result of a brilliant sports marketing strategy. Grey Goose and the U.S. Open crafted the cocktail to be exclusive, premium, and collectible. Each Honey Deuce is served in a commemorative cup featuring the tournament’s past champions, turning a simple drink into a souvenir that encourages fans to collect new cups year after year. Its presentation is equally strategic, with vibrant pink tones and honeydew melon “tennis balls” floating on top, making it highly Instagrammable and perfect for sharing on social media. Every year, thousands of fans post photos of their Honey Deuce in front of Arthur Ashe Stadium, creating a flood of free marketing exposure for both the U.S. Open and Grey Goose.

Economically, the Honey Deuce delivers far more than just direct sales. It increases the value of Grey Goose’s sponsorship, drives overall concession revenues, and enhances the fan experience by making the U.S. Open more than just a tennis tournament — it’s a lifestyle event. The cocktail has also become a cultural phenomenon, with its viral presence boosting visibility across Instagram, TikTok, and other platforms. This combination of exclusivity, shareability, and collectibility has transformed the Honey Deuce into a multi-million-dollar asset that plays a significant role in the U.S. Open’s financial success.

Looking ahead, the Honey Deuce’s popularity shows no signs of slowing down. With prices expected to rise and demand continuing to grow, the cocktail remains central to the U.S. Open’s fan engagement strategy and overall economic impact. By blending luxury, branding, and social media buzz, the Honey Deuce has become more than just a drink — it’s a symbol of the U.S. Open experience and a powerful example of how a well-marketed signature item can transform a sporting event into a cultural phenomenon.