The star of the 2024 U.S. Open Tennis Tournament is named Honey Deuce.
And she's not a tennis player.
In fact, despite becoming a cultural icon, she's not even a human.
I don't know a lot about tennis, but I do know a lot about cocktails. And the tournament's signature drink, the Honey Deuce, sounds delicious.
She's also a lucrative sales driver, generating $10 million in sales at last year's Open. Incessantly instagrammable, the Honey Deuce has become a staple of the games since its debut in 2006.
At $23 a pop, she's a bloody expensive cocktail, which is par for the course anywhere you have a captive audience.
The drink is the brainchild of restaurateur and former Grey Goose ambassador Nick Mautone. Back in 2005, he set out to design a cocktail that spectators could drink in large quantities during the tournament.
Maultone picked up some honeydew melons for dessert one night and, while scooping them, he noticed how much they resembled tennis balls. This brainwave sparked the idea for what would later become the official drink of the U.S. Open.
That story sounds like the beginnings of a culinary masterpiece. But the Honey Deuce is actually super simple. It's got vodka (Grey Goose, of course), Chambord, lemonade, and a honeydew melon ball garnish.
Last year, Grey Goose says roughly 450,000 Deuces were sold at the Open. Priced at $23 apiece, they made for a roughly $9.9 million haul.
This is actually is insane. The revenue earned from the drink alone would be enough to cover the prize money paid to the winners of the Single's competition.
The U.S. Open even sells Honey Deuce-inspired merch, a testament to its incredible popularity.
Game snacks, alcohol, and sports events go hand in hand. This is nothing new.
But creating a standout offering can really make a difference. A Pimms Cup is a Wimbledon classic, as is a Woodford Reserve at the Kentucky Derby, or a Dodger Dog in Los Angeles.
It is clear that food and drink culture shapes the live sports experience. And it can have a significant impact on revenue as it enhances the event in a major way.
Imagine going to a game (I'm going to say rugby because I'm a Kiwi, but it could be any game) and NOT being able to have a beer and a hot dog. Like, that's kind of the only reason I go, along with occasionally asking 'are the good guys winning?'
And this is exactly my point. Food and drink don't only enhance the fan experience. They give those who aren't even fans, or are half-way fans like me, a reason to attend the events for the atmosphere and fun provided.
And when a sports event and food or beverage brand are paired just so, they can each strengthen the brand of the other. Cheers to that.
