As the players hit the courts for the U.S. Open, the USTA Billie Jean King National Tennis Center prepares to serve the Grey Goose Honey Deuce cocktails, and lots of them. The 2023 US Open broke previous past sales records with more than 450,000 total cocktails sold throughout the two-week event. 

Grey Goose may see an even bigger boost at this year’s Open, thanks to a new partnership with tennis star Frances Tiafoe. A campaign that kicks off Aug. 22 includes a new content series directed by Max Bartick with three 15-second videos and one longer form video featuring Tiafoe. 

A prominent outdoor ad spot in Times Square and additional assets that spotlight the Honey Deuce on Uber and across online video and linear TV will support the campaign.

What started the Honey Deuce phenomenon? U.S. Open sponsor Grey Goose in 2006 tasked restaurateur Nick Mautone with creating a specialty cocktail for the event. The combination of Grey Goose, Chambord raspberry liqueur and fresh lemonade was a hit. It’s refreshing during a late summer tournament, as well as pretty, thanks to the pink hue and the eye-catching garnish of honeydew melon balls on toothpick that look like little tennis balls.

The brand vodka has sold more than 2.25 million Grey Goose Honey Deuces since introducing the drink at the 2007 US Open. Grey Goose will have branded cocktail bars in four locations on-site at the USTA Billie Jean King National Tennis Center this year: the Food Village, Grandstand Stadium, Louis Armstrong Stadium’s concourse and the promenade level of Arthur Ashe Stadium.