The VinePair Podcast: Is the Honey Deuce a Model to Follow?
Every year when the U.S. Open rolls around, the tournament’s signature cocktail, the Honey Deuce, gets its three-week moment in the spotlight. At face value, it’s a simple drink: Grey Goose vodka, raspberry liqueur, and lemonade garnished with a trio of skewered honeydew balls. There’s not a lot to write home about, which might be the reason why the cocktail is named after its garnish alone.
Nonetheless, in recent years, the Honey Deuce’s popularity has transcended the Open and entered the public consciousness. But how much of the fanfare translates to dollars for Grey Goose, the brand that created the drink in the first place? When people make the cocktail at home, are they using Grey Goose or a more affordable vodka? And does the Honey Deuce represent a lucrative business model that other brands should follow, or is the juice not worth the squeeze?
On this episode of the “VinePair Podcast,” Adam, Joanna, and Zach talk about whether the Honey Deuce — and other drinks tied to specific sporting events — can actually make a meaningful impact for brands. Is the pairing of the Open and the cocktail something that works but can’t really be copied, or are drinks companies shying away from what could potentially be a powerful branding opportunity? Tune in for more.
Joanna is reading: The Secret Ingredient in Your Drink? The Soundtrack.
Zach is reading: The Prized White Wines Collectors Covet Most — That Aren’t Chardonnay
Adam is reading: From Green Tea to Picklebacks, the New Era of Shots Is Packaged
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