From the Viral Honey Deuce to the $39 ‘Watermelon Slice,’ the US Open Has Become a Lucrative Cocktail Behemoth

Meet the newest liquid attraction at the U.S. Open: the Watermelon Slice. (Photo: IHG Hotel and Resorts)

Millions of adoring fans from across the globe are once again tuning into the U.S. Open. Almost as big a deal as the tennis being played, though, are the event’s cocktails.

The Honey Deuce — a syrupy sweet mix of Grey Goose Vodka, raspberry liqueur and lemonade — has evolved into a behemoth of multi-million-dollar proportions over the past few years. Poured into a collectible cup and decorated with a cheeky skewer of melon balls, the light-pink drink has turned into a conversation piece on par with the championship’s biggest stars. It’s earned dedicated marketing campaigns co-signed by the likes of Francis Tiafoe and has been spotted in the hands of just about everyone attending a tennis match, from Serena Williams to Timothée Chalamet.

The Honey Deuce’s breakout moment has been decades in the making. Daniel Zausner, the COO of the USTA Billie Jean King National Tennis Center, began pushing for the idea of a signature U.S Open cocktail in 2006 following a trip to the Kentucky Derby, where decadently garnished mint juleps are as common a sight as racehorses on the track.

“I saw women with these gorgeous wide-brim hats, four-inch stiletto heels, and they were walking around with a stack of, like, eight glasses,” Zausner told the New York Times. “Nothing was more important to them than those glasses, because it had the name of the winners of the horse races for the last 50 years.”

Little did Zausner know how far that inspiration would go. In 2024, Churchill Downs reportedly sold over 125,000 mint juleps at the Kentucky Derby, amounting to nearly $3 million in sales. That same year, the Honey Deuce netted 556,782 orders at the U.S. Open — equivalent to a whopping $12.8 million. That’s over 5,400 gallons of vodka, 1.5 million melon balls and an unfathomable quantity of ice sold to tennis fans over the span of a mere two weeks. Those numbers are all but certain to increase by the end of this year’s championship.

(Photo: Anthony Behar/Sipa USA)(Sipa via AP Images)

It’s an impressive feat for a cocktail that, frankly, does little to justify its $23 price tag. The three ingredients at the heart of the recipe may be delicious, but they’re sure as heck not expensive. Even taking into account the keepsake cup and those oh-so tantalizing melon balls, you’re looking at a drink that can be mixed up at home in a matter of seconds at a fraction of the price.

Debate over the Honey Deuce’s cost has turned into a viral meme of its own. A widely shared piece from Market Watch suggests that the cocktail’s price has risen faster than inflation over the past decade, during which time the Honey Deuce’s entry fee has increased on six separate occasions. It’s impossible not to draw comparisons to other trends of the day. Small, collectible luxuries like Stanley Cups and Labubu dolls have dominated the cultural conversation over the past few years, turning $30 purchases into must-have fashion statements. Though you’re unlikely to see anyone touting a U.S. Open glass on their morning commute, take a peek at #HoneyDeuce on TikTok or Instagram to see where those accessories are being put to good use.

Perhaps unsurprisingly, upper management is hoping to cultivate the next big hit.

Attendees at this year’s championship can now purchase the Watermelon Slice, a $39 big ol’ thing of a cocktail delivered in a neon-green wine glass garnished with, you guessed it, a watermelon slice. Though the exact proportions of the drink aren’t public knowledge, a press release suggests that it contains a combination of Moët & Chandon champagne, elderflower liqueur (most likely St-Germain), watermelon juice and lime. The glass is designed to mimic the look of a tennis ball. If you squint hard enough, the watermelon could even be confused for a racket.

Unlike the Honey Deuce, which is more or less just an elevated vodka lemonade, the Watermelon Slice feels like an intentional reflection of the current mixology landscape. Spritzes are absolutely everywhere right now, as too are bright-red cocktails, oversized garnishes and, elsewhere in the trend-o-verse, flashy collectible trinkets. The U.S. Open’s latest invention checks every box on the list.

Fans at the 2025 U.S. Open can also indulge in The First Serve (Grey Goose Le Citron, Bloody Mary Mix, Lime, Celery Salt), a $21 Espresso Martini mixed with tequila and cold brew or a $100 caviar-topped chicken nugget set cheffed up by the Bib Gourmand COQODAQ.