Each summer in New York, the US Open welcomes hundreds of thousands of tennis fans. While the athletic brilliance of the world’s best players is the marquee draw, another attraction has taken on a life of its own: the Honey Deuce cocktail.
First introduced in 2006, the vodka-based drink garnished with three honeydew melon “tennis balls” has become synonymous with the US Open experience. In 2023, fans purchased more than 450,000 Honey Deuces, generating nearly $10 million in sales, according to Business Insider. By 2024, sales had surpassed 2.2 million cocktails in total, a milestone reported by Marketing Brew, cementing the Honey Deuce as not just a beverage but a symbol of the tournament itself.
Why Signature Culinary Moments Matter in Sports Experiences
Our analysis reveals a compelling story: culinary experiences are more than add-ons. They’re integral to the cultural identity of live sports.
Cultural Connection to Food & Drink: Our data indicates 81% of tennis players show an interest in food and beverages. This confirms that food and beverage culture is woven deeply into the way tennis fans experience live events.
Broader Lifestyle Engagement: The affinity goes beyond dining. 53% of tennis fans show interest in travel-related activities, highlighting that this audience is more engaged with premium lifestyle categories. Compared to the general population, tennis fans also exhibit a stronger interest in mobile phones and carriers, reinforcing the profile of a consumer segment that values experiences and quality.
Premium Resonance: Taken together, these signals suggest that when tennis fans attend major sporting events, they expect food and drink offerings to rise to the same level of excitement and memorability as the matches themselves.
Tennis Leagues Have Already Figured It Out
What makes tennis unique among sports is that every Grand Slam has its own signature drink:
The Strategy Behind Culinary Partnerships in Sports Marketing
These signature refreshments are not just drinks. They are a strategic blueprint. Their success highlights how brands and events can partner to create signature culinary moments that build community, drive revenue, and extend far beyond the stadium.
Moments Matter: Just as Formula 1’s rise in America has been fueled by off-track experiences, tennis demonstrates how memorable on-site activations drive fan loyalty.
Shareability Multiplies Impact: With its collectible cups and Instagram-friendly aesthetic, the Honey Deuce became a content engine, amplifying its reach far beyond those who purchased it.
Premium Positioning Works: At $23 per drink, the cocktail shows that fans are willing to pay a premium when the product becomes part of the cultural experience of the event.
What This Means for Sports and Event Marketers
Event organizers and brand partners can draw key lessons from the Honey Deuce:
What This Could Mean for Other Marquee Sporting Events
The Honey Deuce may be unique to the US Open, but the playbook is far more universal. Our data shows that fans of tennis aren’t outliers; sporting audiences in general crave signature, premium culinary experiences.
That opens the door for other marquee events to create their own Honey Deuce moment:
The lesson is simple: when the culinary experience is designed to be shareable, premium, and deeply tied to the event, it becomes part of the cultural memory. Just as the Honey Deuce now stands alongside iconic US Open moments, the next signature dish or drink could become the defining flavor of another global sporting spectacle.
The Future of Fan Experiences: More Than the Game
The courts may decide the champions, but the culinary cues define the memories. The Honey Deuce demonstrates that live sports are no longer just about athleticism. They’re about immersion.
For fans, sipping a Honey Deuce is as much a part of the US Open as watching a tiebreak under the lights. For brands, it’s a reminder that food and beverage partnerships are powerful tools to create unforgettable, revenue-driving experiences.
As the Honey Deuce proves, a signature cocktail or any culinary innovation can become more than refreshment. It can become a cultural icon, a moment to share, and a reason fans return year after year.
