The 'most profitable cocktail in sports' is only sold for 15 days of the year

For most sporting events, the real money is made from television rights, sponsorships, tickets and merchandise.

At the US Open, however, there is another lucrative contender, and it comes served in a plastic cup with three tiny 'tennis balls' on a stick.

While Wimbledon sends fans wild for strawberries and cream with a class of Pimm's (with the drink setting fans back £13.45 in 2026), the US Open has a tipple of their own.

The Honey Deuce is the signature cocktail of the US Open, has become one of the most successful drinks in sport.

Despite only being available for the duration of the tournament, sales have soared into the millions of dollars.

The cocktail is a simple combination of Grey Goose vodka, lemonade and raspberry liqueur, topped with three 'tennis balls' made out of honeydew melon.

The honey deuce is hugely popular at the US Open (Photo by Maddie Meyer/Getty Images)

The melon garnish has become an instantly recognisable symbol of the tournament.

Created by restaurateur and mixologist Nick Mautone in 2006, the Honey Deuce was introduced as the US Open's signature cocktail in 2007.

Mautone reportedly spotted honeydew melon at a farmers' market and realised that the fruit's spherical shape could provide the perfect tennis-themed garnish.

Nearly two decades later, the idea has turned out to be remarkably profitable.

In 2024, the US Open sold 556,782 Honey Deuces, generating more than $12.8 million in sales.

That meant roughly one cocktail was being sold every 1.5 seconds during the tournament.

More than 740,000 Honey Deuces were sold during the 2025 tournament, according to Grey Goose, taking the total number sold since 2011 beyond 3.5 million.

At $23 a drink, that represents an extraordinary amount of revenue.

While the headline sales figure is not the same as profit, as there are costs for alcohol, fruit, labour, cups, distribution and other expenses, but the Honey Deuce is absolutely a key part of the US Open experience for fans.

Exclusivity is a big part of it, and buying one has become something of a ritual for attendees.

The drinks are served in collectible cups featuring the names of past champions, turning them into a souvenir.

Millions of dollars has been earned from the Honey Deuce cocktail (Photo by Maddie Meyer/Getty Images)

Social media has only amplified the phenomenon.

The distinctive pink drink, crowned with its trio of melon 'tennis balls', is perfect for Instagram.

For the 2025 tournament, around 2.3 million honeydew melon balls were required to garnish the drinks.

With no industrial machine capable of simply churning them out, the preparation involves considerable manual work.

At $23 a glass, the taste of the US Open has turned out to be remarkably lucrative, with the New York Times dubbing it the 'most profitable cocktail in sport'.

The drink’s success has also become a masterclass in sports marketing.

Rather than relying solely on its association with tennis, the Honey Deuce has developed a personality of its own, with fans seeking it out as part of the wider US Open experience.

The melon 'tennis balls' added a cute factor that also makes it instantly recognisable, while the limited availability creates a sense of urgency around every purchase.

For spectators, there is also something satisfying about holding the same cocktail seen in photographs from the tournament’s biggest stars.