The U.S. Open, one of the world’s most prestigious tennis tournaments, has become a hotspot for both competitive play and socializing, with its famed Honey Deuce cocktail now facing stiff competition from a lineup of high-priced new beverages. This year’s event, which runs from August 26 to September 7 at the USTA Billie Jean King National Tennis Center in New York City, is introducing a range of premium cocktails designed to challenge the $23 Honey Deuce’s status as the tournament’s signature drink.
The Honey Deuce, a blend of vodka, lemonade, raspberry liqueur, and honeydew melon balls, has become a cultural icon since its debut in 2007. Over 556,000 of the drinks were sold last year, generating nearly $13 million in revenue — and more than 2.8 million have been sold since its launch. The cocktail’s popularity has helped solidify the U.S. Open as one of the most vibrant sporting events of the year, with over a million fans attending in 2024, a record for the tournament.
To keep up with fan demand and add excitement, the tournament has announced several new, expensive cocktails this year. One of the most anticipated is the $39 Watermelon Slice, a limited-edition drink created by IHG Hotels & Resorts, the tournament’s official hotel sponsor. The drink features Moët & Chandon Champagne, watermelon juice, elderflower liqueur, and lime, garnished with a watermelon wedge. It is served in a collectible neon-stemmed cup, adding to its allure as both a beverage and a collectible item.
Moët & Chandon is also making its debut as the tournament’s official champagne sponsor in 2024, returning this year with its signature sparkling wines in golden goblets priced at $32. The brand is also introducing the Moët Ice Mimosa, a blend of fresh juice and bubbly designed to be served over ice, presented in a limited-edition goblet.
The U.S. Open’s beverage program has evolved significantly over the years, from its early days featuring Evian water in 1989 and Heineken in 1994. The Honey Deuce’s introduction marked a new era of courtside cocktails, and its popularity has only grown, becoming a key part of the tournament’s appeal. Nearly a third of the tournament’s 25 official partners are beverage brands, highlighting the central role of food and drink in the fan experience.
Fan enthusiasm for the event is further fueled by these drink offerings. Emily Visnic, a New York-based pickleball player and nurse anesthesiologist, is particularly excited about the new menu, which includes the Aperol Spritz and the returning Ace Paloma, featured on the menu for the first time in 2023. She also looks forward to trying the Iced Tiramisu with cold brew, chocolate syrup, and mascarpone mousse from Italian coffee brand Lavazza, which is making its debut at the tournament.
As part of the Open’s ongoing efforts to enhance the overall experience, the tournament is continuing to push boundaries with its beverage options. Whether it’s the Honey Deuce or any of the new arrivals, these drinks have become a significant draw for fans, adding to the event’s reputation as one of the most exciting and immersive sporting events of the year.