The crowd from within the Chicago Marriott Downtown Magnificent Mile on Tuesday afternoon made its voice heard upon learning that, somehow, some still had not yet tried the increasingly popular Honey Deuce drink. Still, panelists made up for it by handing out Honey Deuce pins to audience members.
The USTA’s U.S. Open didn’t know it in 2007 when it partnered with Grey Goose that the pair would strike liquid gold, and such a strong crowd reaction, in the form of a fairly simple drink containing vodka, lemonade, raspberry liqueur and a few honeydew melon balls. The cocktail and the event have become synonymous with one another, so much so to the point that it has become a part of the experience.
“If you go to the U.S. Open and you don’t have a Honey Deuce, did you really go to the U.S. Open? The answer is no,” said Deanne Pownall, managing director of corporate partnerships for the USTA.
Those who attended the panel on the USTA’s success with the Honey Deuce at the U.S. Open received pins. Jenn Azara/SBJ
It’s an overnight success story 19 years in the making, said Grey Goose North America Brand Manager Rasheda Petty. The Honey Deuce’s growth last saw over 700,000 drinks sold in 2025, generating $17 million for the event, a number which has surprised both the USTA and Grey Goose. Standing at a somewhat hefty price tag at $23, the drink’s popularity continues to boom thanks to the growth of social media, support from celebrities like Taylor Swift and the experience of having one while watching a tennis match live remains exclusive to the U.S. Open.
“Once we saw that surge of social media, we really decided to pivot with our strategies,” Petty said. “[We made] sure that the Honey Deuce was a focal point, not just being the exclusive vodka for our spirits partner for the U.S. Open, going beyond that. It really allowed us to focus on the Honey Deuce from a social media aspect, PR, out-of-home, experiential, the full 360 program.”
Though Pownall could not confirm if this year’s event would see a pricing change for the drink, she and Grey Goose still expect to hit over 700,000 sales, especially with the expansion of the U.S. Open to a three-week format.