Still on court after 20 years, the Honey Deuce keeps winning at the US Open

While Wimbledon boasts the timeless elegance of the Pimm’s Cup and the Kentucky Derby is inextricably linked with the potent tradition of the mint julep, the U.S. Open has carved out its own distinct liquid legacy with the Grey Goose vodka-laced treat. The cocktail’s meteoric rise, particularly since its debut in 2007, has coincided perfectly with the rapid and pervasive adoption of social media, transforming a simple drink into a highly coveted symbol of attendance and an instantly recognizable emblem of the tournament. Its vibrant pink hue, distinctive garnish, and collectible glassware have made it an "Instagrammable" icon, propelling its popularity far beyond mere refreshment.

A key, perhaps even indispensable, part of the drink’s enduring allure and staggering popularity is its collectible plastic glass. Far from a mere vessel, these glasses are printed each year with the names of every past U.S. Open champion, with the font shrinking progressively as the roll call of title winners grows longer. This ingenious design choice not only celebrates the tournament’s rich history but also transforms each glass into a tangible piece of memorabilia, a chronological artifact that fans eagerly collect. These glasses have transcended their original purpose, becoming sought-after souvenirs that regularly appear for sale on secondary markets like eBay, often commanding premium prices. Their scarcity and desirability are further underscored by the fact that they frequently sell out before the tournament even concludes, turning the act of securing a Honey Deuce into a mini-quest for many attendees.

The genesis of the Honey Deuce is a fascinating tale of observation, inspiration, and strategic vision. The drink owes its initial inspiration, in part, to the venerable mint julep, a libation steeped in over a century of tradition at the Kentucky Derby. Danny Zausner, the Chief Operating Officer of the USTA National Tennis Center, embarked on a reconnaissance trip to the first race in the famed Triple Crown series, seeking inspiration for enhancing the fan experience at the U.S. Open. What he observed there was more than just a drink; it was a cultural ritual.

"I saw women with their gorgeous hats and four-inch heels and they’d literally be walking around with a half a dozen glasses because they were mementos," Zausner recounted, reflecting on the scene at Churchill Downs. He recognized that the mint julep glasses were not just containers for a beverage; they were badges of honor, proof of presence, and cherished souvenirs. "There was not a real social media presence then but for them that meant you arrived – you were at the Derby." This insight proved pivotal. Zausner understood that creating a signature drink with a strong visual identity and a collectible element could forge a similar deep connection with U.S. Open attendees, offering them a tangible memory and a shareable experience. He envisioned a drink that would not just quench thirst but also embody the spirit of the event, much like the julep did for the Derby.

Armed with this vision, the USTA collaborated with restaurateur and beverage consultant Nick Mautone to craft the perfect concoction. Mautone’s challenge was to create a drink that was refreshing, visually appealing, and uniquely "U.S. Open." His answer was a harmonious blend of Grey Goose vodka, fresh lemonade, and a splash of raspberry liqueur, resulting in a vibrant pink cocktail that immediately stood out. The final, distinctive touch was the garnish: three honeydew melon balls, meticulously scooped and skewered, intended by Mautone to resemble miniature tennis balls. This seemingly small detail not only reinforced the drink’s connection to the sport but also added to its visual charm and playful character, making it instantly recognizable and photo-ready.

The immediate success of the Honey Deuce was startling. In its inaugural year, 2007, the cocktail, then priced at a modest $12 each, completely sold out its initial run of 25,000 drinks. This early sell-out was a clear indicator that Zausner’s intuition was correct – fans were eager for an exclusive, experiential element to complement their tennis viewing. What began as a promising experiment, however, has since escalated into an unprecedented phenomenon. Last year, the sales figure for the Honey Deuce climbed to an astounding 800,000 units, with each drink now costing $23 a pop. This monumental growth, representing a 32-fold increase in sales volume over two decades, underscores the drink’s unwavering popularity and its significant contribution to the tournament’s overall revenue and branding. The price increase, while substantial, reflects not only inflationary pressures but also the premium value fans place on the experiential aspect of the Honey Deuce.

Such colossal demand necessitates a logistical operation of staggering complexity. The sheer volume of ingredients and preparation required to produce nearly a million cocktails over a two-week period is a testament to meticulous planning and execution. A dedicated team is solely responsible for scooping anywhere between 2.5 million to 3 million balls of honeydew melon, ensuring that there are more than enough of the signature "tennis ball" garnishes available for every drink served throughout the tournament. This labor-intensive process highlights the commitment to maintaining the drink’s iconic presentation and quality.

Furthermore, the tournament’s hospitality partners, Levy, play a crucial role in the large-scale production. To ensure consistency and efficiency, the cocktails are pre-mixed. Zausner elaborated on this streamlined process: "Levy has a team whose sole purpose is to take these casks, pretty much the equivalent of a beer keg on a slightly smaller scale, and pre-batch the exact amount." This industrial-scale pre-batching minimizes on-site preparation time, reduces waste, and guarantees that every Honey Deuce tastes precisely as it should, regardless of which concession stand it’s purchased from. The supply chain for Grey Goose vodka, fresh lemonade, and raspberry liqueur also operates on a massive scale, coordinating deliveries and stock levels to prevent shortages at any of the numerous serving points across Flushing Meadows.

The advent and omnipresence of social media have undoubtedly served as a powerful accelerant to the Honey Deuce’s popularity. In the early 2000s, word-of-mouth and traditional media were the primary drivers of buzz. Today, the Honey Deuce is a star of the digital age. Its vibrant color, unique melon garnish, and collectible glass make it inherently "Instagrammable." Fans eagerly snap photos and videos of their drinks, sharing them across platforms like Instagram, TikTok, and X (formerly Twitter), often using dedicated hashtags. This user-generated content acts as organic, highly effective marketing, spreading awareness and fostering a sense of community and shared experience among attendees and aspirational fans alike.

Recognizing the immense power of digital influence, the U.S. Open has strategically embraced creator marketing. This year, the tournament accredited around 100 content creators, with a significant 20 specifically dedicated to covering food and beverages. These creators, often micro-influencers or lifestyle bloggers, amplify the drink’s visibility, offering behind-the-scenes glimpses of its preparation, showcasing its visual appeal, and sharing their personal experiences. This targeted approach leverages authentic voices to reach diverse audiences, transforming the Honey Deuce from a mere concession item into a must-have accessory that signals participation in the U.S. Open experience. The phenomenon taps into the "Fear Of Missing Out" (FOMO), where seeing others enjoy the iconic drink drives further demand and reinforces its status as an essential part of the tournament.

Beyond its cultural impact, the Honey Deuce represents a significant commercial success and a masterclass in brand partnership. For Grey Goose vodka, the association with the U.S. Open and its signature cocktail provides unparalleled brand visibility and aligns it with a prestigious, high-energy sporting event. It positions Grey Goose as a premium spirit for celebratory occasions and reinforces its connection to a sophisticated lifestyle. For the USTA, the revenue generated from Honey Deuce sales is a substantial, non-ticket income stream that can be reinvested into developing tennis programs, maintaining facilities, and enhancing the overall tournament experience. The drink is a prime example of experiential marketing, where the product itself becomes an integral part of the event’s identity, creating lasting memories and fostering deeper fan engagement.

The success of the Honey Deuce has, predictably, inspired attempts at replication. The Australian Open, in collaboration with Grey Goose, launched its own signature cocktail in 2025 – the Grey Goose Lemon Ace. While early results were promising, with more than 100,000 units sold in its inaugural year, the challenge lies in creating the same level of cultural resonance and tradition that the Honey Deuce has cultivated over two decades. Building such a strong identity requires more than just a good recipe; it demands time, consistent branding, and an organic connection with the event’s atmosphere.

Looking back, even its chief architect, Danny Zausner, expressed a degree of surprise at the cocktail’s stratospheric trajectory. "I’d be lying if I said I had the foresight to think that 25,000 was going to turn into 800,000," he admitted. His humility underscores the unpredictable nature of cultural phenomena, yet his initial vision for a drink that served as both refreshment and memento laid the groundwork for what has become one of the most successful and beloved elements of the U.S. Open. The Honey Deuce, in its two-decade journey, has evolved from a simple beverage into an indispensable icon, a testament to effective branding, logistical mastery, and a profound understanding of the fan experience in the modern sporting landscape. It is not just a drink; it is a tradition, a souvenir, and an essential part of the U.S. Open narrative.