From an Experiment to a Cultural Icon
In 2006, bartender Nick Mautone created a cocktail designed to be mass-produced while maintaining the identity of the most prestigious tennis tournament in the United States, the US Open. A year later, the Honey Deuce made its debut at Flushing Meadows with a simple concept: vodka, fresh lemonade, raspberry liqueur, and three honeydew melon balls representing tennis balls. The play on words between “honeydew” and “deuce” (a tie in the score) completed the formula, turning it into a cultural emblem of the US Open.
The Business Behind the Glass
In 2024, 556,782 Honey Deuces were served, generating $12.8 million in revenue over just two weeks of the tournament. Since 2011, more than 2.8 million cocktail glasses have been sold, making the Honey Deuce one of the most profitable products in the sports event industry. In 2025, the cocktail retails for $23 with a collectible acrylic commemorative glass, which many attendees collect. The visual appeal and the opportunity to take home a souvenir contribute to its success, as the Honey Deuce is both a drink and a keepsake.
Ingredients for Success
Behind the operation is a logistics system involving California melon producers and specialized distributors ensuring the delivery of thousands of fruit spheres for garnish. The simple and replicable recipe allows each cocktail to be prepared in seconds, while the pink color of raspberry liqueur and green melon balls ensure a perfect photo for social media.
The US Open has also capitalized on diversification, with frozen versions of the Honey Deuce and temporary bars in other New York locations like Grand Central Terminal, extending the phenomenon beyond the courts.
From a Drink to a Cultural Phenomenon
What was once a novelty is now an integral part of attending the US Open. Players, celebrities, and influencers share it on social media, and for many attendees, the cocktail is as anticipated as the matches on center court.
More than a drink, the Honey Deuce is a case study on how hospitality, marketing, and consumer experience can generate a million-dollar business around a simple recipe.
Key Questions and Answers
- What is the Honey Deuce? The Honey Deuce is a signature cocktail of the US Open, created in 2006 by bartender Nick Mautone. It consists of vodka, fresh lemonade, raspberry liqueur, and honeydew melon balls.
- Why is the Honey Deuce significant? The Honey Deuce has become a cultural icon of the US Open, generating substantial revenue and enhancing the overall tournament experience.
- How has the Honey Deuce impacted the sports event industry? The Honey Deuce has proven to be one of the most profitable products in the sports event industry, with over 2.8 million cocktail glasses sold since 2011.
- What makes the Honey Deuce successful? The simple, replicable recipe; effective marketing; and the visual appeal of the cocktail have contributed to its success as both a drink and a collectible.
