As Labor Day approaches, the trendiest drink in New York City is a pinkish, melon-topped cocktail known as the Honey Deuce. This $23 vodka lemonade is a favorite among the hundreds of thousands of attendees at the U.S. Open, the major tennis tournament held in Queens, New York, every late summer.
While the primary draw of the U.S. Open is certainly the tennis, the beverage scene has also become a major attraction. Seven out of the tournament’s 25 official sponsors are beverage companies, enhancing the overall entertainment experience. In 2024, Grey Goose sold a record-breaking 556,000 Honey Deuce cocktails, alongside other options like Dobel Tequila’s Paloma and the classic Aperol Spritz.
The Beginning of Beverage Sponsorships
The relationship between tennis and beverages took a significant turn in 1989 when Evian became the official water sponsor of the U.S. Open, paving the way for future drink brand partnerships.
“In the mid-1990s, Evian was synonymous with bottled water in the U.S.,” noted Teresa Saputo-Crerend, who served as the marketing director for Evian. “Its elegant bottles made it a staple in high-end restaurants and celebrities’ gatherings, making their partnership with a prestigious event like the U.S. Open a logical step.”
The Rise of the Honey Deuce
The early 2000s marked an exciting period for tennis, highlighted by Roger Federer’s emergence and the Williams sisters’ rapid rise. It was also the time when the Honey Deuce cocktail debuted at the U.S. Open.
This refreshing drink combines Grey Goose vodka, lemonade, and Chambord raspberry liqueur, garnished with honeydew melon resembling tennis balls. Bartender Nick Mautone created this unique recipe after an inspiring visit to a farmer’s market.
Increased Popularity and New Offerings
The last few years have seen a surge in tennis viewership thanks to the sport’s increasing accessibility and Netflix’s “Break Point” documentary. Social media has played a role, with influencers connected to tennis stars amplifying interest among younger audiences.
Newcomers like Aperol and Maestro Dobel Tequila joined the drink lineup in 2023, offering cocktails designed to attract fresh fans. Dobel Tequila Club provided a taste of Mexico, while Aperol introduced Italian culture to the event.
