The $10 Million Cocktail Taking the US Open by Storm
As the US Open unfolds in New York, a single cocktail, the Honey Deuce, is making waves with its staggering sales expected to surpass $10 million by the event’s end on September 8. This cocktail alone could cover the combined championship prize money for both the male and female singles winners, who will each receive $3.6 million this year.
The Honey Deuce, a refreshing blend of vodka, lemonade, raspberry liqueur, and signature melon balls, has become synonymous with the US Open. It’s not just a drink but a symbol of the tournament’s growing popularity and the clever marketing that has turned it into a fan favorite.
The Marketing Success Behind the Honey Deuce
The US Open is one of the world’s most prominent sporting events, and this year, it’s breaking records. On opening day alone, 74,641 fans packed the grounds in Queens, a testament to the event’s skyrocketing appeal. The US Tennis Association aims to welcome 1 million fans this year, setting a new attendance record in the tournament’s 56-year history. With this influx of spectators, the demand for the Honey Deuce has soared, contributing to its impressive sales figures.
A Drink with a Rich History
The Honey Deuce’s journey began in 2007 when Grey Goose, in its second year of sponsoring the US Open, sought to create a cocktail that would be easy to serve and refreshing during the hot summer days of the tournament. Nick Mautone, a former Grey Goose ambassador, was inspired by a honeydew melon at a farmer’s market, leading to the creation of this iconic drink.
The cocktail, with its tennis ball-like honeydew scoops, has since become a social media sensation and a must-have for attendees. Last year, a record-breaking 460,275 Honey Deuces were sold at $22 each, generating over $10.1 million in sales. The popularity of the drink has led to the establishment of several “Honey Deuce Express” bars at the event, dedicated solely to serving this signature beverage.
A Cultural Phenomenon
Despite the price increase to $23 this year, the Honey Deuce’s popularity shows no signs of waning. Its exclusivity—available only during the US Open—adds to its allure, making it a highly anticipated treat each year. Grey Goose has even expanded its reach by partnering with bartenders to offer the drink at select New York locations and through delivery in New York and Chicago.
The US Open has also capitalized on the cocktail’s fame by introducing merchandise like hats, pins, and T-shirts featuring the Honey Deuce. These items have been selling quickly, with plans to restock due to high demand.
The Honey Deuce has solidified its place in the pantheon of iconic sports drinks, comparable to the Mint Julep at the Kentucky Derby or the Pimm’s Cup at Wimbledon. Even tennis legend Serena Williams couldn’t resist trying the drink, sharing her experience on TikTok, where her video has already garnered 155,000 views.
In short, the Honey Deuce is more than just a cocktail; it’s a cultural phenomenon that has become an integral part of the US Open experience. Whether you’re a tennis fan or just love a good drink, the Honey Deuce is a must-try at this year’s tournament.
