Increase in sales of Honey Deuce drink at the U.S. Open by 32% compared to the previous year.
The 2025 U.S. Open tennis tournament in New York City was a resounding success, setting new records in attendance, sales, and profits.
The main draw attendance soared to an impressive 905,000, marking a 9% increase over the previous record. This surge was partly due to the introduction of a first-ever three-day opening round, which attracted a larger crowd.
Fan Week, the pre-tournament event, also saw a significant increase in attendance, with 239,000 fans in attendance, up from previous years.
The revamped mixed doubles tournament held on Tuesday and Wednesday before the singles main draw resulted in a two-day sellout at Arthur Ashe Stadium.
Total food and beverage sales were up 19%, and merchandise sales were up 27% compared to the previous year. Among the most popular purchases was the Honey Deuce cocktail, a Grey Goose vodka-based drink.
The sale of Honey Deuce cocktails increased by a staggering 32% compared to the previous year, with a total of 738,459 cocktails sold during the three-week tournament. This represents a more than tenfold increase since its debut in 2006.
The price of the Honey Deuce cocktail rose from $14 in 2014 to $23 in 2025, outpacing inflation. This increase in price, however, did not seem to deter fans, as sales continued to soar.
The USTA made a substantial $17 million from the sale of Honey Deuce cocktails alone, and the profits from the tournament as a whole were approximately 49%. In 2024, the U.S. Open had a profit margin of approximately 49%, and the profit in 2025 was nearly double the profit of $157 million in the year before the pandemic.
The total U.S. Open prize pool in 2025 was $90 million, a 20% increase from the previous year. The winner's prize was a record $5 million for any ATP or WTA event. The Honey Deuce cocktail sales in 2025 totaled more than enough to cover the $14.1 million in payouts to the 128 first-round losers from the men's and women's singles draws.
The USTA's expenses for the U.S. Open in 2024 were $282 million. Despite these costs, the U.S. Open generated $560 million in 2024, accounting for 90% of the USTA's annual revenue.
While the idea behind increasing the price of the Honey Deuce cocktail to $23 in 2014 remains unclear, it is evident that the strategy paid off, contributing to the overall success of the 2025 U.S. Open.
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