Annual sales of Honey Deuce cocktails at the U.S. Open surge by 32% compared to the previous year
US Open Shatters Records and Generates Record-Breaking Revenue in 2025
The 2025 US Open has proven to be a monumental success, breaking numerous records and generating unprecedented revenue. The tournament, held at the USTA Billie Jean King National Tennis Center in Flushing Meadows, New York, brought in a staggering $560 million, accounting for 90% of the USTA's annual revenue.
One of the key contributors to this impressive figure was the sale of the Honey Deuce cocktail, a Grey Goose vodka-based drink that has become synonymous with the US Open. First introduced in 2006, the Honey Deuce saw a significant increase in sales over the years, with over 738,000 cocktails sold during the 2025 tournament. This represents a 32% increase compared to the previous year and a 48-fold increase since its debut in 2006.
The revenue from the sale of Honey Deuce cocktails was enough to cover the $14.1 million in payouts to the 128 first-round losers from the men's and women's singles draws. Moreover, the USTA made a substantial $17 million from the sale of these popular drinks.
The increased revenue from the US Open has allowed for more money to be distributed to the players. In fact, the winner of the 2025 US Open received a record-breaking $5 million prize, the highest prize money ever awarded at any ATP or WTA event.
The US Open also saw a significant increase in attendance. Main draw attendance was 905,000, a 9% increase over the previous record. Fan Week attendance also saw a boost, with 239,000 fans attending the event in 2025.
Total food and beverage sales were up 19% at the 2025 US Open, with merchandise sales also seeing a 27% increase. These figures highlight the overall success and popularity of the tournament among fans.
In addition to the increased revenue and attendance, the 2025 US Open also introduced a first-ever three-day opening round, adding an extra Sunday to the tournament schedule. This change was met with positive feedback from both players and fans alike.
The US Tennis Association (USTA) is also embarking on a near-$800 million project ahead of the 2026 US Open, aiming to further enhance the fan experience and the overall reputation of the tournament.
Despite the high price of the Honey Deuce cocktail, which has risen 64% from $14 in 2014 to $23 in 2025, the drink remains a popular choice among fans, contributing significantly to the overall success of the US Open.
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