At this year’s US Open in New York, a single cocktail, the Honey Deuce, is set to surpass a staggering $10 million in sales before the tournament concludes on September 8. This impressive figure highlights the drink’s status as a cultural phenomenon, with its sales alone potentially covering the combined championship prize money for both the men’s and women’s singles winners, which stands at $3.6 million each.

The Honey Deuce, a refreshing mix of vodka, lemonade, and raspberry liqueur garnished with signature honeydew melon balls, has become synonymous with the US Open. This iconic drink is not just a beverage; it’s a result of a brilliant marketing strategy by Grey Goose that has capitalized on the growing popularity of tennis and the prestige of the tournament itself.

Since its introduction in 2007, the Honey Deuce has grown in popularity each year, becoming a must-have for attendees. Last year alone, over 460,000 of these cocktails were sold, generating more than $10.1 million. The drink’s distinctive presentation, featuring melon balls that resemble tennis balls, has made it a favorite not just for its taste but also for its Instagram-worthy appeal.

The US Open, one of the world’s largest sports events, is expected to draw in record crowds this year. On opening day, more than 74,000 fans flooded the grounds in Queens, and the US Tennis Association is aiming for a historic 1 million attendees by the event’s end. With such large crowds, the demand for the Honey Deuce is higher than ever, even as the price has increased to $23 this year.

The cocktail’s popularity has led to the creation of several “Honey Deuce Express” bars across the tournament grounds, dedicated solely to serving this drink. To expedite service, some bars have installed taps with pre-mixed batches of the cocktail.

Despite the rising cost, the exclusivity of the Honey Deuce—available only during the two weeks of the US Open—continues to drive its sales. Aleco Azqueta, vice president of marketing for Grey Goose, attributes this success to the drink’s seasonal availability, noting that fans eagerly await its return each year.

In addition to the drink itself, the US Open has expanded its merchandising efforts, offering Honey Deuce-themed hats, pins, and T-shirts, which have sold out rapidly, with plans to restock due to high demand.

The Honey Deuce has solidified its place among the elite cocktails associated with major sporting events, akin to the Mint Julep at the Kentucky Derby or the Pimm’s Cup at Wimbledon. Its cultural impact is undeniable, and it has become an integral part of the US Open experience.

Even tennis legends like Serena Williams have joined in on the trend, with Serena recently posting a TikTok of herself trying the Honey Deuce for the first time. Her playful review, which garnered over 155,000 views, further cemented the drink’s status as a fan favorite.

As the US Open continues to grow in popularity, the Honey Deuce stands out as a symbol of the event’s unique blend of tradition, luxury, and modern appeal. Whether you’re a die-hard tennis fan or just along for the spectacle, the Honey Deuce has become an essential part of the US Open experience, embodying the spirit of this iconic tournament.