The USTA made $17 million from its signature Honey Deuce cocktail at the 2025 U.S. Open, the organization announced. The Grey Goose vodka-based drink costs $23, and the tournament sold 738,459 of them over three weeks in New York City this summer, an increase of 32% year-over-year.
A primary reason for the bump in sales was an increase in fan traffic on the grounds of the Billie Jean King National Tennis Center. Main draw attendance hit 905,000 this year, a 9% increase over the previous record, thanks in large part to the first-ever three-day opening round, which added an extra Sunday to the tournament schedule. Fan Week attendance also increased to 239,000, as the revamped mixed doubles tournament held the Tuesday and Wednesday before the singles main draw drove a two-day sellout at Arthur Ashe Stadium.
Total food and beverage sales were up 19% and merchandise sales were up 27%.
All of these data points paint a picture of an increasingly popular event that continues to expand its revenue streams. In 2024, the U.S. Open generated $560 million, 90% of the USTA’s annual revenue, with expenses of only $282 million, implying a profit margin of roughly 49%. The event’s profit of $277 million last year was nearly double its profit of $157 million in the last year before the pandemic.
The Honey Deuce’s meteoric rise since its 2006 debut mirrors that of the tournament. In its first year at the Open, just 18,000 were sold. That was up more than tenfold to 193,000 by 2016, and then jumped again to more than 738,000 in 2025. The price of the drink has increased alongside demand—and outpaced inflation—rising 64% from $14 in 2014 to $23 a decade later.
The total revenue from the Honey Deuce in 2025 is more than enough to cover the $14.1 million in payouts to the 128 first-round losers from the men’s and women’s singles draws. The total U.S. Open prize pool of $90 million was up 20% this year, including a $5 million winner’s prize, a record for any ATP or WTA event. Those purse increases don’t happen in a vacuum—more tournament revenues mean more money that can be distributed to the players.