Tennis enthusiasts attending this year’s US Open will need to dig deep into their pockets to enjoy the tournament’s iconic drinks. The Honey Deuce, a fan-favourite cocktail synonymous with the event, has seen a price increase, leaving some fans questioning the steep cost of quenching their thirst.
The iconic Honey Deuce: A pricey tradition
The Honey Deuce, crafted with Grey Goose vodka, lemonade, raspberry liqueur, and honeydew melon balls, is not just a drink but a tradition at the US Open. Served in a souvenir cup, it has become a must-have for many attendees. Grey Goose, a title sponsor of the tournament, plays a significant role in the cocktail’s popularity. However, the price of this signature drink has risen from $22 in 2023 to $23 for the 2024 tournament. Despite the increase, the demand for the Honey Deuce remains strong.
During the 2023 tournament, over 450,000 of these cocktails were sold, generating nearly $10 million in revenue—an 11% increase from the previous year. With record crowds expected at the USTA Billie Jean King National Tennis Center, sales are likely to surge even higher this year.
The Ace Paloma: Another expensive sip
The Honey Deuce isn’t the only premium cocktail on offer at the US Open. Maestro Dobel Tequila is also making a return with its Ace Paloma, introduced just last year. This tequila-based drink, featuring lime, grapefruit soda, a dehydrated grapefruit slice, and a black-salt rim, is served in a souvenir cup as well. Like the Honey Deuce, the Ace Paloma has also seen a price bump, going from $20 to $21 for the 2024 tournament.
Fan reactions: Willingness to pay despite high costs
Despite the escalating prices, many fans are more than willing to indulge in these pricey cocktails, viewing them as an essential part of the US Open experience. “I was to go to the US Open just for this drink,” one fan exclaimed. Another fan echoed the sentiment, saying, “I contributed to those numbers last year. It was great!” However, not everyone is thrilled about the cost. “Yea, it hit the wallet hard,” one fan admitted, highlighting the financial strain these drinks can impose.
Comparisons with other sporting events
The high cost of cocktails at the US Open stands in stark contrast to other major sporting events known for their more affordable concession prices. The Masters, the iconic golf tournament, is particularly famous for its low-cost offerings. While the US Open charges $23 for the Honey Deuce, The Masters offers its signature Crow’s Nest for just $6. The Masters has earned a reputation for providing affordable prices that many other tournaments, including the US Open, struggle to match.
As fans flock to the US Open, the tradition of enjoying a signature cocktail remains strong, even as prices continue to rise. Whether it’s the Honey Deuce or the Ace Paloma, these drinks have become an integral part of the tournament experience, albeit at a premium cost.