🍸 The $17 Million Cocktail

The 2025 US Open didn’t just make history on the court — it rewrote the playbook off it.
The Honey Deuce cocktail, once a novelty, is now a $17M juggernaut.

📊 The Numbers

• 738,459 Honey Deuce cocktails sold — an all-time high.

• Total sales: $17 million, up 32% year-over-year.

• Average per drink: ~$23.02.

• Food & beverage sales overall: +19% vs 2024.

• Official merchandise sales: +27% YoY (USTA).

⚡ Context & Legacy

Since its 2007 debut, the Honey Deuce has evolved from a courtside cocktail into a business ecosystem:

• Grey Goose + USTA created a signature drink that’s now part of US Open tradition.

• Served in collectible souvenir cups, each order doubles as merchandising revenue.

• It has become the US Open’s answer to the Mint Julep (Derby) or Pimm’s Cup (Wimbledon).

💡 Strategic Insights

1. Signature Drink = Signature Revenue
   One cocktail alone delivered $17M — more than the prize pool of some ATP 500 tournaments.

2. Premium Pricing, No Resistance
   At ~$23 per drink, fans still bought record numbers.
   Luxury event audiences show low price sensitivity when exclusivity + tradition are attached.

3. Bundling = Margins Multiplied
   Every Honey Deuce is both a cocktail + souvenir cup. It’s not just concessions — it’s culture monetized.

4. Brand Equity Flywheel
   Grey Goose secures prime placement and lasting cultural association with one of tennis’s biggest global stages.

🌍 Comparisons in Scale

• Honey Deuce sales alone ≈ entire US Open women’s singles purse ($17.5M).

• $17M > 20x the Winston-Salem Open prize pool (ATP 250).

• More than half of Wimbledon’s total 2024 F&B revenue.

🔎 Why It Matters

The US Open is no longer just a tennis tournament — it’s a revenue engine built on culture and experience.

• A drink became an icon.

• A cup became merch.

• A brand became inseparable from the event.

The Honey Deuce is now as much a part of Flushing Meadows as Arthur Ashe Stadium itself.

🚀 Blunt Call

The question for every other major sports property is simple:
Where’s your Honey Deuce?
The blueprint is proven. The numbers don’t lie.

✅ Men lie. Women lie. The numbers never do.