For 19 years now, Grey Goose has poured the spirit of the US Open into a single drink: the Honey Deuce. But this summer, the French vodka brand is expanding play—serving up its signature cocktail not just on the courts of Arthur Ashe Stadium, but amid the bustle of Grand Central Terminal, where rail travelers become part of the Grand Slam ritual.
From Stadium Sips to Subway Cheers
Introducing the Last Serve Bar, a pop-up inside Vanderbilt Hall running August 27–29 from 5–8 pm and 10 pm–1 am. There, hurried commuters and late-night crowds can pause for a complimentary “tiny ’tini” sample of Honey Deuce or an Espresso Martini—miniature cocktails offering a 15-second reprieve before the next train departure.
According to the MTA, more than 60% of US Open-goers arrive via the 7 train or Long Island Rail Road, making the Last Serve Bar not only novel, but strategically poised at the intersection of motion and moment.
A Star Returns to Serve
Grey Goose has also renewed its partnership with US Open favorite Frances Tiafoe, whose effervescent style matches the brand’s joie de vivre. “The Honey Deuce cocktail has become a symbol of that joyful spirit,” Tiafoe says—an ethos that Grey Goose is doubling down on, offering fans a taste of celebration whether courtside, at Grand Central, or on a curved-lens Snapchat story.
A Legacy Cocktail in Full Swing
When it launched 18 years ago, the Honey Deuce was little more than a concession stand indulgence. Today, it’s global: found in top-tier bars, on celeb-branded merch, even aboard planes departing New York. In 2024 alone, the US Open sold over 556,000 Honey Deuce cocktails—up 23.5% year-over-year—generating a record-setting $12.8 million in ticket-class worth of revenue.
Aleco Azqueta, Grey Goose’s Global VP of Marketing, frames the launch of the Last Serve Bar as an invitation to “make time wait”—a chance to savor the city’s summer frenzy, cocktail in hand, even after the last point.
Courtside and Beyond
The brand will also serve Honey Deuce at four key bars inside the tournament grounds, including Grandstand and Louis Armstrong Stadium. And for those watching from home, Grey Goose is debuting the Honey Deuce Express, delivering canned cocktails via Uber Eats and Cocktail Courier in New York, Chicago, and, for the first time, Miami.
For more information, head over to the brand’s official website.
