From Courtside Cocktails to Iconic Sips: How the U.S. Open Became a Beverage Sensation

While tennis is the primary draw for fans, drinks have become a key part of the U.S. Open experience. Seven of the event’s 25 official partners are beverage brands, and drink-based experiences have turned into an essential part of the entertainment. In 2023, Grey Goose sold nearly half a million Honey Deuce cocktails, while a variety of other cocktail options were available, including Dobel Tequila’s Paloma and the classic Aperol Spritz.

But how did tennis, a sport known for its quiet, disciplined spectatorship, transform into one of the most beverage-driven sports events?

It All Started with Water and Beer

The trend began in 1989 when Evian became the U.S. Open’s official water sponsor, pioneering beverage partnerships for the event. The brand’s association with the affluent tennis audience proved successful, laying the groundwork for future collaborations. Teresa Saputo-Crerend, Evian’s former marketing services director, recalls the impact of Evian’s premium branding in the mid-1990s, when the brand became synonymous with fashion, fitness, and culture, making its presence at the U.S. Open a natural fit. Evian’s strategic product placement, including bottles on court and in press conferences, helped boost the brand’s visibility.

Following Evian’s success, Heineken joined as an official sponsor in 1994. Celebrating its 30th year with the U.S. Open in 2024, Heineken has also embraced the shift in consumer preferences, promoting its nonalcoholic Heineken 0.0 as part of the tournament’s drink offerings. This year, Heineken released limited-edition L0VE.L0VE cans, a nod to tennis’s starting score of 0-0, and launched a national campaign where fans could win tickets to the event.

The Honey Deuce Takes Center Court

In the mid-2000s, alongside the rising popularity of tennis stars like Roger Federer and the Williams sisters, the Honey Deuce made its debut. Created by bartender Nick Mautone for Grey Goose, the cocktail combines vodka, lemonade, Chambord raspberry liqueur, and three honeydew melon balls—designed to resemble tennis balls. Launched in 2006, the drink quickly became a fan favorite, with over 2.25 million sold since its introduction. Despite rising prices, from $14 to $23, the Honey Deuce has maintained its popularity, generating over $10 million in annual sales.

The cocktail’s appeal extends beyond the U.S. Open, inspiring fashion collaborations and being recreated in bars across New York. Grey Goose even launched a “heat map” to help fans find locations serving the drink. The Honey Deuce is also available at Emirates flights and in The American Express Centurion Lounge during the tournament, where variations like frozen versions are offered.

Expanding Beverage Partnerships

As tennis continues to attract a younger audience, more beverage brands have joined the U.S. Open lineup. Aperol and Maestro Dobel Tequila introduced their signature cocktails in 2023, catering to the sport’s growing multicultural fan base. Dobel, for example, launched the Dobel Tequila Club, serving Mexican cuisine by celebrity chef Enrique Olvera. Meanwhile, Aperol has infused the tournament with Italian culture, serving its signature Spritz as a low-ABV option for spectators.

Lavazza, an official U.S. Open sponsor since 2015, expanded its offerings in 2024, featuring a full menu of Espresso Martinis. Moët & Chandon Champagne also joined the beverage lineup, with their $32 per glass offering served in sought-after chrome-colored wine glasses.

Despite the increasing variety of premium drinks, some traditions remain unchanged. Fans caught with a drink on the jumbotron are still expected to chug their beverage before the crowd begins to boo—proving that even as tennis becomes one of the most beverage-friendly sports, a sense of fun remains at its core.

From Courtside Cocktails to Iconic Sips: How the U.S. Open Became a Beverage Sensation

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