How the US Open and Grey Goose concocted the $10 million Honey Deuce cocktail
CNN
At the US Open currently underway in New York, a single cocktail will surpass $10 million in sales before the tennis grand slam ends September 8.
At the US Open currently underway in New York, a single cocktail will surpass $10 million in sales before the tennis grand slam event ends September 8. The drink’s sales alone could cover the combined championship prize money for both the male and female singles winner — $3.6 million each this year. The Honey Deuce – a mix of vodka, lemonade and a raspberry liqueur, plus its signature melon balls – has become a major success for both Grey Goose and the tournament. It’s the result of a strategic marketing campaign that exploded as tennis’ popularity did. The US Open is one of the biggest sports events in the world, and this year, it’s beginning to burst at the seams. On opening day, August 25, a record 74,641 fans entered the grounds in Queens – much to the chagrin of some of the event’s biggest fans, who have been rubbing elbows with people they don’t necessarily want to be quite so close to. Massive crowds are expected to continue. The US Tennis Association aims to get 1 million fans to the US Open this year – the most in its 56-year history – according to the Sports Business Journal. StubHub told CNN that sales on the secondary-ticketing website are on track to outsell all previous US Open events. That’s a lot of people to buy the tournament’s popular – yet increasingly expensive –signature drink.
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