Grey Goose takes Honey Deuce to commuters
To celebrate its return to the US Open, Grey Goose will open a pop-up bar at New York’s Grand Central Terminal, where it will serve the tournament’s signature Honey Deuce cocktail.
The Last Serve Bar will be open from 27-29 August in Grand Central’s Vanderbilt Hall, where it will offer fans one last Grey Goose Honey Deuce cocktail before heading home on the train after a daytime or evening match.
For many tournament attendees, Grand Central Terminal is an integral part of the US Open experience, and it is reported that more than 60% of fans use public transport to and from the USTA Billie Jean King National Tennis Centre, with many thousands passing through the New York City train station.
The bar will open from 5-8pm and 10pm-1am each day, and will serve complimentary, sample-sized Grey Goose Honey Deuce and Espresso Martini cocktails for commuters and late-night crowds.
To further celebrate its return to the tournament, Grey Goose has reprised its partnership with tennis star Frances Tiafoe for a second year.
Together, Tiafoe and Grey Goose will seek to inspire fans to ‘savour more moments of pleasure’ at the US Open.
“The feeling at the US Open is electric – the crowds, the passion, the style. It’s an energy unlike any other Grand Slam tournament and one that could only come from New York City, and I’m excited to keep it going with Grey Goose again this year,” said Tiafoe. “The Grey Goose Honey Deuce cocktail has become a symbol of that joyful spirit. It’s part of the culture, the look, and the celebration of the tournament.”
Since its debut 18 years ago, the Honey Deuce cocktail has evolved from a stadium concession to a cultural phenomenon, and is considered to be the ‘economic star of the tournament’, with more than 556,000 sold at the 2024 competition – a 23.5% increase over the year prior – resulting in a record-setting US$12.8 million in sales.
Aleco Azqueta, global vice-president of marketing for Grey Goose, said: “The US Open is a premier sporting event that is truly unlike any other. There’s an infectious joyful spirit that inspires people to dress up in their finest fits, enjoy a Grey Goose Honey Deuce cocktail with friends, and cheer on the best players from around the world.
“With our new Last Serve Bar at Grand Central Terminal, we are inviting fans to take a moment from their busy days to make time wait and savour the spirit of the tournament even after the last point is won.”
Honey Deuce is crafted with Grey Goose vodka, fresh lemonade, raspberry liqueur, and topped with tennis-inspired honeydew melon balls.
This year, Grey Goose will have branded cocktail bars serving the pink-hued drink in four locations at the USTA Billie Jean King National Tennis Centre: the Food Village, Grandstand, Louis Armstrong Stadium’s concourse, and the promenade level of Arthur Ashe Stadium.
For those tuning into the US Open tournament from home, Grey Goose will offer the Honey Deuce Express service in New York, Chicago and, for the first time, Miami, delivering canned versions of the cocktail to fans’ front doors for the duration of the tournament via Uber Eats and Cocktail Courier.
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