As August rolls back around, so does the US Open with all its glitz and glamour. Beyond tennis, the US Open thrives off the endorsements and engagement that brands and influencers bring- and no one has managed to garner as much traction over the years as well as Grey Goose with the honey deuce cocktail.

This year, the tournament celebrates 20 years of partnership with Grey Goose Vodka, making it one of the longest running spirits partnerships in the sports world. But what differentiates them from the other 15 drinks being sold at the open bar?

It’s a photo prop

The Honey Deuce is a raspberry lemonade cocktail that’s not only refreshing, but aesthetically pleasing with its skewered melon topping that mimics tennis balls. It’s a drink that’s perfect for an instagram story or a photodump. But with the US Open happening in the middle of summer, it’s also perfect to enjoy on a sunny day.

About 100 content creators were credentialed by the US Open this year according to The Independent, and many were seen with stacks on stacks of the Honey Deuce’s commemorative cups. Influencers and content creators have long been a part of the US Open’s marketing strategy, allowing audiences who don’t consume traditional media to be reached too.

Besides that, even regular attendees will post photos with their Honey Deuces, creating a sort of subtle social media presence for the brand in every US Open related post. 

It’s an (environmentally friendly) collectible

Of course, Grey Goose isn’t the only brand fighting to be talked about. Multiple drink companies have created their own unique packaging with various tennis motifs, but the competition isn’t even close for Grey Goose. 

One notable feature of the Honey Deuce is that it comes with a sizable plastic cup that’s printed with the names of every previous US Open champion. Unlike a plastic water bottle or metal can, consumers are encouraged to bring these home with them, reducing waste. 

And Grey Goose Vodka is all about sustainability, notably having a 100% traceable production process and working with their parent company to create biodegradable bottles. The Honey Deuce seems like another step in that direction, giving fans a drink they won’t immediately throw into the bin after they’re done with it.

These cups have also stayed the same since the introduction of the Honey Deuce in 2006, with the only change being the roll call of names as the list of US Open winners grow. This consistency brings synonymity with the US Open, creating a signature drink that no other partnership can match.



It’s an experience

Beyond the court, Grey Goose has created a pop-up called the ‘Last Serve Bar’ in Grand Central Terminal, giving fans an opportunity to experience the Honey Deuce (and other Grey Goose recipes) without having to be at the US Open. The pop-up serves complimentary samples of the drinks, taking advantage of Grand Central’s role in commuting to the tournament. 

The Honey Deuce recipe is also on their website, giving fans a way to relive the experience from their home and a way for those who couldn’t attend the US Open to get a taste from afar.

By bringing the signature cocktail to the fans, Grey Goose furthers their reach and promotes accessibility to their campaign rather than exclusivity. 

The result?

In 2025, over 700,000 Honey Deuces were sold, up 32% from 2024 and only growing in popularity this year. This resulted in $12.8 million USD worth of sales over the US Open week.

The Honey Deuce is more than a drink: It’s a collectible, a photo prop, a refreshment on a sunny day, and a sustainable way of mass-selling drinks. The Honey Deuce has become a staple that every kind of ticket holder can enjoy, from influencers to those sitting courtside and even those in luxury suites, and this year’s US Open has proved it.