The Honey Deuce cocktail, the US Open's signature cocktail, is becoming pricier by the year for tennis fans in New York. The drink, consisting of vodka, lemonade, and honeydew "tennis balls," now sells for a whopping $23. This price is 53% higher than what it was selling for in 2015. Inflation and the increase in the average price of alcoholic drinks are the main factors driving this price increase. If its price had simply kept pace with the Consumer Price Index, the Honey Deuce would cost just over $20 today. Despite six price hikes since 2012, the drink remains a staple of the tournament, served in a souvenir cup and symbolizing the fan experience at one of tennis’s biggest stages.
Even with its steep cost, demand has only grown. More than 550,000 Honey Deuces were sold in 2024, generating nearly $13 million in revenue. This revenue is more than the combined earnings of the tournament champions! Economists point to “funflation” as part of the explanation, which explains how people are willing to pay premium prices for memorable experiences, whether that’s concerts, travel, or sporting events. Overall, the cocktail has become more of a tradition than a good for spectators looking to enjoy the US Open.
Source: Honey Deuce: Here's how U.S. Open's signature cocktail's price stacks up against inflation
5 comments:
I think this is an interesting and complex commentary on who inflation effects the most. Those attending the U.S. Open may be in income brackets that need not worry about the rising cost of living. Additionally, if one is willing to budget for a ticket to the U.S. Open they likely factor in the full experience which includes drinks. It would be intriguing to see how ticket prices have been inflated over the same time period.
I find this to be unique look how inflation affects consumers decision making. Despite a 53% price increase of the Honey Deuce, demand for the beverage has continued to grow. It seems for certain items such as signature drinks that contribute to memorable experiences, consumers ignore the price increase and focus more creating an enjoyable experience and memories for themselves.
I do find that $23 is a very large amount for a drink at a sporting event but when you look at prices of drinks at other events like beers at a concert it seems very similar. Hopefully these prices do not keep increasing but with the way inflation is going I do not see that happening.
The drink sounds lovely maybe I will have to make my way to the U.S. open. As a staple I am not surprised by the increase in price.
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