How the Honey Deuce became a $10 million obsession at the US Open

There is not an item at the USTA Billie Jean King National Tennis Center more synonymous with the U.S. Open than the Honey Deuce.

The alcoholic beverage – a combination of vodka, lemonade and a raspberry liqueur garnished with three tennis ball-shaped honeydew melons – has become as much a part of the annual tennis tournament in Queens as the sport itself, perhaps even leapfrogging the matches as one of the main draws each year. 

As record crowds have seemingly flocked to Queens for the U.S. Open each day, it is impossible not to pass a spectator sipping on one of the drinks.

The beverage has seemingly taken on a life of its own. 

“Did I think it would be popular? Did I think people would enjoy it? Did I think people would want to order more? Absolutely,” Honey Deuce creator and restaurateur Nick Moutone told The Post. “Once social media took hold, people were able to email photos all over the world and share their photos with friends all over the world. It’s taken on a life of its own since then.”

Last year, more than 450,000 Honey Deuces were served during the U.S Open’s two-week run from late August into early September and this year it’s expected that sales of the drink will exceed more than $10 million. 

But its cultural relevance has expanded beyond just the drink in the souvenir cup – with the names of past U.S. Open winners enshrined on it – to merchandise this year that disappeared from the shelves within days of the start of the Open to bars outside across the city whipping up their own Honey Deuces during the two-week tournament.

Nike introduced a Honey Deuce-inspired sneaker last year during the closing days of the U.S. Open and Serena Williams went viral during this year’s tournament after she posted a video of herself trying her first Honey Deuce. 

When it comes to what draws spectators to the beverage, the jury still seems to be out. 

For some, it is the cup itself, whether that be the souvenir nature of it or just the goal of stacking up as many as they can. 

Tim Koutsis, 41, had collected 11 on Saturday – several of which were passed along to him by friends – and Milan Suzuki, 31, who was at the open with his girlfriend and several buddies, had stacked eight when The Post spoke with him near the grandstand. 

“I think part of it is that memorabilia sake and for some people it’s how much of a stack you can make, you know, have fun,” he explained. “I have a great time I’m here every year, this is my third time back. I hope to keep coming. … Maybe not [collect] a stack that big, but keep one or two and watch pro tennis.”

Suzuki jokingly said that it was a “60-40” split whether he was there to see tennis or get the Honey Deuce, but wouldn’t say which side was the higher one, while also calling the cocktail a “great icebreaker” to meet people while at the Open.

Social media has certainly helped push the novelty of the $23 beverage as well over the years. 

Rebecca Irrera came from Brazil to attend the U.S. Open over the weekend with her cousin and said she had seen the “cute” drink on social media. 

“I think it’s become a social media craze. I think everybody knows you go to the U.S. Open, you have one of these drinks,” said Husein Sharaf, 36. 

Friends Zoe Snow, 24, and Dariah Ghasemi, 26, would likely agree as the two women both pointed to its prevalence on social media, with Snow specifically mentioning TikTok as the most common place she’d see it mentioned. 

Ghasemi had seen coverage of the massive profits the drink had brought in as another reason she felt the need to give it a try.

“I feel like once that started to get out I’m like, ‘I gotta see what this is about,” she said. 

For Megan Gallagher, 25, who was there with Ghasemi and Snow and fellow friend SK Mitchell, 25, part of the draw was having gone to the U.S. Open in the past and seeing her parents have a Honey Deuce. 

The Long Island native explained that when she spoke with her father before going to the Open over the weekend, he had one recommendation.

“He was like you have to get the Honey Deuce drink,” she said. 

Ben Powis, 23, who was at the Open with his college tennis teammates, Josh Fleishman, 23, and Sumukh Pathi, 25, had a similar experience having grown up going to the annual event regularly. 

“I feel like in a way part of it, it’s a feedback where you see everyone getting these drinks and you kind of want to try it,” he said adding that he did enjoy the cocktail. “I’ve been coming to the U.S. Open since I was a little kid and I always saw people drinking these things. So as soon as I turned 21, I kind of wanted to try it.” 

While the $23 price tag for the drink was still a point of shock for most people The Post spoke to, they all seemed willing to shell out for the now-famed drink. 

The U.S. Open does offer a number of other featured cocktails – Dobel Tequila sells the “Ace Paloma” on the grounds which also comes with a souvenir glass and Moët & Chandon offers champagne in a golden goblet – but the Honey Deuce has remained the top dog. 

“We have a drink for every palate, but the Honey Deuce is just something that resonates with the most people,” said Chris Studley, the USTA Billie Jean King National Tennis Center managing director of event services.