By Racheli Jian, Senior Arts & Culture Editor
The US Open is always a highlight of a New York summer. Starting in mid-August with fan week, a free opportunity for New Yorkers to go and watch the pros practice, the tournament stretches until mid-September.
Financially, this sporting event does wonders for New York’s economy. Located in Queens, the tournament is responsible for $750 million per year in economic impact to New York City. This not only includes tickets to the games, but also hotel stays and restaurant outings. The US Open hires more than 7,000 people every year and about 40% of them are residents of Queens. More than just a tennis-hub, the event is an economic driver. Garnering about $500 million in revenue, the US Open is responsible for about 90% of the United States Tennis Association’s (USTA) total revenue. But how does it make that money? What is bringing in all that cash?
Main revenue streams for the USTA are tickets, broadcasting, and sponsorships. But for over 20 years, the US Open has had a more fun source of income – The Honey Deuce, a vodka cocktail that debuted in 2007 that is known to be “the drink of the US Open.” While Wimbledon has the “Pimm’s Cup” and the French Open has “Moet & Chandon champagne,” America chose to make their drink unique. Using honeydew to replicate mini tennis balls and raspberry lemonade to create an ombre effect, the drink is aesthetically pleasing. Fans think so too; despite the steep price of $23 per cup, total sales ended up being $10 million. Just to put this into perspective, Jannik Sinner, the US Open winner, was awarded $3.6 million for his victory. The sales of this drink, seemingly an inconsequential aspect of the tournament, are almost triple the first place prize.
So, why are people buying this drink?
Grey Goose, the sponsor who devised this drink, puts a lot of effort and planning into making sure crowds drop their money on this limited offer. Because of its exclusivity, fans rush to buy the drink as long as it’s available. But this year, Grey Goose partnered with bartenders all across New York to sell the drink in venues beyond the US Open. This expansion of distribution channels allows different types of people to appreciate the drink. Even if someone can’t afford a ticket to the US Open, they can still experience a Honey Deuce.
Another way that the US Open builds hype around the drink is by making merchandise. For the first time, there is merchandise available centered around the drink itself. A T-shirt and hat were released this year and they have quickly become the top selling items of the USTA. By making the brand and the drink “wearable,” the company is expanding the culture to be about much more than just a cocktail.
Lastly, Grey Goose has capitalized on the “instagrammable” nature of their creation. Using their partner influencers, Grey Goose made sure that each one posted a picture with a Honey Deuce in hand. The internet quickly caught on and the drink became viral. Foodies started to post their own versions and recipes of the cocktail, but fans were still excited to try the real deal. This was further pushed when celebrities like Serena Williams and Taylor Swift were seen drinking the cocktail courtside.
The US Open has done a really great job at finding what is marketable and capitalizing on that. Despite the increase in prices, the inconvenience of traveling to Queens, and the expense of the tickets, fans will still buy their drink. The strategies the US Open chose to implement surrounding the Honey Deuce can be translated to other industries. By creating a culture around a product and picking up on what fans want, any product can become the next Honey Deuce.
Photo Caption: Honey Deuce totaled $10 million in sales at the U.S. Open
Photo Credit: Unsplash