When you think of the US Open, sure, you think of incredible tennis. But as someone who has made an annual pilgrimage to this tennis mecca, how can I not also put on my marketing hat? It’s nearly impossible not to be swept up in the buzz over that famous pink drink, the Honey Deuce. It’s more than just a cocktail; it’s become the unofficial mascot of the tournament, thanks to Grey Goose’s smart play, both on and off the court, proving that sponsorship can be an integrated brand experience everywhere.
Serving Up Fun: Marketing at the Event
Grey Goose has been the official vodka of the US Open for 18 years, and in that time the Honey Deuce has risen to iconic status. On hot summer days at Arthur Ashe Stadium, the refreshing mix of Grey Goose vodka, lemonade, raspberry liqueur, and honeydew “tennis balls” is everywhere — from staff promoting it at the gates to fans lining up in anticipation of this go-to drink at dedicated “Honey Deuce Express” bars.
It’s more than a cocktail — it’s a pervasive presence, an Instagram-worthy ritual, served in collectible cups featuring past champions, turning every drink into a souvenir-worthy experience. Even celebrities in the Grey Goose suite add to its cache.
And the numbers say it all: in 2024 alone, fans bought over 556,000 Honey Deuces, generating nearly $13 million. At $23 a glass, it’s proof that Grey Goose has transformed a simple cocktail into a cultural must-have that fuels the US Open experience.
Beyond the Baseline: Off-Court Charm
The fun doesn’t stop at the stadium gates. Grey Goose understands that the US Open experience travels. They’ve partnered with tennis star Frances Tiafoe for social media campaigns, showing off “fashion-forward” tournament outfits and tying the drink into the overall spectacle. They’re even offering canned Honey Deuce cocktails for delivery in cities like New York and Chicago via DoorDash and Cocktail Courier, so you can host your own watch party at home with the official drink. It’s about bringing that stadium experience to your living room.
Better yet, they strategically place the Honey Deuce on “hundreds of restaurant and bar menus throughout New York City,” proactively pushing trial and demand. This demonstrates a keen understanding that the consumer journey isn’t confined to the physical event; it extends into their everyday lives.
Turning Sponsorships into Unforgettable Brand Moments, Everywhere
The longevity and success of the Honey Deuce have made it “the ultimate compliment” when other brands try to create their own signature tournament drinks. This isn’t just about selling vodka; it’s about crafting a cultural moment. Grey Goose has turned a cocktail into an essential part of the US Open narrative, proving that when a brand genuinely connects with an event, it creates something truly special that keeps fans coming back for more, year after year.
In essence, Grey Goose’s sponsorship of the US Open is far more than a simple financial transaction. It’s a prime example of how a brand can become inextricably linked with an event, creating a unique and desirable consumer experience that drives both brand equity and significant revenue. It’s about knowing that the consumer craves experiences and leveraging tools to connect on a deeper level. The numbers tell a compelling story, but the actual impact lies in the ingrained association that has made the Honey Deuce an essential part of the US Open narrative.
And, while it takes more than one sponsorship to build a brand, considering the recent drop in alcohol consumption, the numbers are hard to argue!
Lavazza, the official coffee sponsor for a decade, offers a “taste of ‘la dolce vita'” at the US Open. Fans enjoy signature coffees, new “Coffeetail” drinks like the Iced Tiramisu, interactive games with their robot Luigi, and photo ops. They also extend the experience off-site in NYC.
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