☕ Come get your honey
The marketing power behind the US Open’s Honey Deuce.
Marketing Brew <[email protected]>
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Morning Brew promotes the Honey Deuce, the signature drink of the US Open tennis tournament, made with Grey Goose vodka. The company has seen record-breaking sales of the drink in recent years, with over 738,000 sold in 2025. Morning Brew highlights the drink's popularity and the brand's marketing efforts.
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553 words · about 2 min to read
August 31, 2026
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It’s Monday. Embattled creator golf companyGood Good Golf will no longer sponsor a November PGA Tour event in Austin, according to Front Office Sports. Good Good has seen wide-ranging fallout after the brand and golf equipment company Callaway released a baffling ad in which one of Good Good’s founders shoves golfer and influencer Alexis Miestowski to the ground.
In today’s edition:
Game, set, match 🎾
Got 2 dance 💃
Lock in loyalty 🔒
—Alyssa Meyers, Jennimai Nguyen, Erin Cabrey
SPORTS MARKETING
Beyond the deuce
Hand holding a Grey Goose Honey Deuce in commemorative cup overlooking the courts at the 2026 US Open.
If a fan goes to the US Open but doesn’t drink a Honey Deuce, does it count?
The unofficial bevvy of the summer and the signature drink of the annual tennis tournament, which consists of Grey Goose vodka, fresh lemonade, raspberry liquor, and a garnish of three scoops of honeydew melon, has regularly broken its own sales records in recent years, according to Aleco Azqueta, global VP of marketing at Grey Goose parent company Bacardi.
In 2019, Grey Goose, which has been the official vodka of the US Open for the past two decades, sold about 274,000 Honey Deuces during the tournament, according to the company. In 2021, slightly fewer—about 269,000—sold, but in 2022, when demand for live events started roaring back, that number skyrocketed to about 415,000, per Grey Goose.
Honey Deuce sales increased further to about 460,000 in 2024, and last year the company set a record, doling out over 738,000 of the cocktails.
Barring the addition of even more days to the US Open festivities, there are only so many Honey Deuces fans can consume—so while Azqueta still has high hopes for the brand during the tournament, his focus this year is on more than just getting those iconic cups in hands.
“We don’t even know if the number will increase, just because it’s the same amount of people going through the gate,” he said. “They’re already experiencing the Honey Deuce, you’ve already extended a week with [Fan Week], so for us, it’s really become more about ‘How do we give the most premium experience to the fans?’”
Continue reading here.—AM
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TV & STREAMING
That’s slick
Mark Ballas, Shirley Ballas, and Daniella Karagach sit behind a judges' desk, while host Robert Irwin stands in front of the desk in a chartreuse suit.
The mirrorball universe has expanded—and so too have the brand sponsorship opportunities.
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