By crafting a drink that is visually striking and deliberately shareable, Bacardi-owned Grey Goose hopes to replicate the viral momentum of the Honey Deuce.
In the world of tennis, the cocktails are becoming as iconic as the matches themselves. Grey Goose, no stranger to this phenomenon, is now extending its influence from the U.S. Open to the Australian Open with the debut of the Lemon Ace, a bespoke concoction for the 2025 tournament this month.
Grey Goose’s connection to tennis has been cemented by the popularity of the Honey Deuce, a drink synonymous with the U.S. Open that generated $12.8 million in sales—at a whopping $23 per cocktail—in 2024 alone.
The Lemon Ace seeks to capitalize on that success but adapted to the Australian tournament and fan base.
“Building upon the success of the Grey Goose Honey Deuce, the Grey Goose Lemon Ace is a completely original spin on the Collins cocktail,” says Joe McCanta, Grey Goose’s global director of brand experience, via email. A Collins cocktail is a cold mixed drink typically made with a base spirit, lemon juice, sugar and soda water, served over ice in a tall glass.
The drink’s development was marked by strategic considerations, from its flavor profile to its presentation. And Grey Goose is one of the most prominent brands leading the super-premium vodka category in Australia, contributing significantly to the segment’s 20.6% value growth in 2023.
With ingredients that include Grey Goose vodka, passionfruit syrup and sparkling lemonade, the cocktail is topped with a “spinning tennis ball” garnish—a visual cue designed for Instagram feeds and courtside acclaim.
“We wanted to create an elevated cocktail that was unique to the tournament and captured the spirit of the Open,” McCanta says. This attention to detail extends to its visual appeal, which he further describes “as a mix of “bright, bold colors, an on-theme, tennis-inspired garnish and a limited-edition commemorative cup.”
While the Lemon Ace leans heavily on aesthetics, its roots in local sourcing are equally notable as McCanta underscores the importance of regional authenticity. “To celebrate the abundance of incredible ingredients Australia has to offer, we have selected local Australian lemons for this new signature drink,” he adds.
Beyond the cocktail itself, Grey Goose’s activations at the Australian Open promise to expand the brand’s engagement. The Rooftop at the Courtside Bar will feature a curated menu of cocktails, while Club 1905 will offer premium experiences with martinis and Grey Goose’s Altius expression. These initiatives underscore the brand’s effort to elevate spectator expectations. McCanta frames these events as an integral part of Grey Goose’s strategy, noting that they aim to “delight in the joy of tennis on and off the court.”
Aleco Azqueta, Grey Goose’s global vice president of marketing, highlights the significance of this partnership in Australia, underscoring a critical element of Grey Goose’s approach: exclusivity.
“Tennis Grand Slams have become known for their very premium spectator experiences, which means fans have higher expectations for each and every detail that enhances their time on tournament grounds,” Azqueta says.
A key factor in the Honey Deuce’s success has been its scarcity, available only during the U.S. Open. Azqueta suggests the Lemon Ace will adopt a similar model.
“Fans wait all year to get their hands on a Honey Deuce, making the cocktail’s return as hotly anticipated as the tournament itself,” Azqueta says. This strategy fosters a sense of anticipation and elevates the cocktail’s status within the broader cultural event.
Elevated hospitality experiences and bespoke cocktail offerings at events are becoming increasingly popular, according to the Bacardi 2025 Cocktail Trends Report, published in November 2024. Additionally, the report highlights that consumers are embracing limited-edition releases, suggesting a growing interest in exclusive cocktail experiences.
Social media still remains central to Grey Goose’s promotional efforts as it played a pivotal role in elevating the Honey Deuce from a simple cocktail to a cultural icon at the U.S. Open. High-profile figures, especially, such as previous U.S. Open and Australian Open champion Serena Williams and singer Taylor Swift were seen enjoying the Honey Deuce during the 2024 U.S. Open, amplifying its visibility across social platforms. Their appearances, often shared and celebrated by fans and media alike, turned the Honey Deuce into a viral sensation, further fueling its status as a must-have cocktail on social media.
“By crafting a cocktail that is as striking as it is delicious, we feel confident that, in time, the Lemon Ace will become synonymous with the Australian Open, just as the Honey Deuce has with the U.S. Open,” says Azqueta.
As Grey Goose prepares to make its mark down under, the Lemon Ace exemplifies a calculated effort to blend tradition with modernity. McCanta sums up the brand’s ambition: “We want the Lemon Ace to be more than a cocktail. It should be a symbol of celebration, capturing the vitality of the Australian Open and the spirit of summer.”
This story was originally published on forbes.com and all figures are in USD.
