⏱ 2 min read
The Short Version
The Honey Deuce’s twenty-year reign is under threat from the Moët Serve, a $32 champagne cocktail designed to mimic tennis balls with lime wheels. It faces a steep climb to dethrone a vodka-lemonade icon that generated $17 million in revenue last year alone.
In This Article
For twenty years, the Honey Deuce has reigned supreme at the US Open, turning Grey Goose vodka, lemonade, and raspberry liqueur into a tournament staple. Fans frequently prioritize standing in line for these cocktails over watching entire sets, stacking souvenir cups as trophies of their afternoon consumption. However, a new contender is arriving at the USTA Billie Jean King National Tennis Center to vie for that cultural supremacy: the Moët Serve.
the increased sugar dials up the fruity notes already present in the wine, but when the bubbles cascade over cubes of ice, the intensity levels out.
A Bubbling New Competitor
The Moët Serve eschews complex mixology for pure simplicity, combining Moët & Chandon bubbles with a squeeze of lime and ice. Specifically, the drink utilizes Moët Ice Impérial, a bottle released in 2010 as the first Champagne designed for serving over ice. With a dosage of 45 grams per liter, it sits firmly in demi-sec territory—significantly sweeter than the brand’s flagship Brut Impérial, which uses only 7 grams per liter. While such high sugar content might feel cloying in other settings, the increased sugar dials up the fruity notes already present in the wine, but when the bubbles cascade over cubes of ice, the intensity levels out.
While the newcomer’s specs are modest, it isn’t alone in its lack of ambition; the Honey Deuce is also a straightforward vodka lemonade that relies on big-brand bottled ingredients rather than artisanal technique. Both drinks lean heavily on visual cues to win the crowd. Served in a collectible canister shaped like a tennis ball container, the Moët Serve features three stacked lime wheels meant to mimic tennis balls. This aesthetic appeal extends beyond the stadium; the cocktail will be available at select New York City locations including Dante, Electric Lemon, and The St. Regis New York.
The Price of Dominance
Despite its polished presentation, the Moët Serve faces an uphill battle against a defending champion with massive momentum. Last year alone, the tournament sold more than 738,000 Honey Deuces, generating $17 million in revenue—a 32 percent year-over-year increase. The Honey Deuce has become a status symbol so deeply embedded in the US Open experience that many fans consider it incomplete without a photo.
Economics also play a role in this rivalry. While the Honey Deuce is already considered a splurge, the Moët Serve enters the market at $32, a steep jump from the $23 price point of its predecessor. As the tournament begins, the question remains whether the allure of Champagne can overcome the established home court advantage of the vodka-based original.
Can a $9 premium and a splash of bubbles truly dethrone the reigning king of the court?
Questions & Answers
What are the ingredients in a Moët Serve?
The Moët Serve consists of Moët & Chandon bubbles, specifically Moët Ice Impérial, served with a squeeze of lime and ice. This particular Champagne was designed in 2010 to be enjoyed over ice, featuring a higher sugar dosage of 45 grams per liter. This demi-sec sweetness enhances the wine's fruity notes, which are then balanced out when the bubbles cascade over the ice cubes. The drink is also visually styled with three stacked lime wheels to resemble tennis balls.
How does the Honey Deuce compare to the Moët Serve in price?
The Moët Serve is significantly more expensive than the Honey Deuce, carrying a $9 price premium. While the Honey Deuce is priced at $23 per cocktail, the new Moët Serve enters the market at a steeper $32 price point. This price difference represents a notable challenge for the newcomer as it attempts to compete with the established popularity of the vodka-based original. The Honey Deuce remains a major revenue driver for the US Open, having generated $17 million in revenue last year alone.
Why is the Honey Deuce so popular at the US Open?
The Honey Deuce is popular because it has become a deeply embedded cultural status symbol and a staple of the US Open experience. Fans frequently prioritize waiting in line for this Grey Goose vodka, lemonade, and raspberry liqueur cocktail over watching entire tennis sets. Its popularity is bolstered by its visual appeal, as fans often collect the souvenir cups as trophies. The drink's massive momentum is evidenced by the fact that over 738,000 Honey Deuces were sold during last year's tournament.
Where can people find the Moët Serve outside of the US Open?
The Moët Serve is available at select New York City locations beyond the USTA Billie Jean King National Tennis Center. Enthusiasts can find the cocktail at popular venues such as Dante, Electric Lemon, and The St. Regis New York. These locations allow fans to enjoy the champagne-based drink's unique aesthetic, which includes a collectible canister shaped like a tennis ball container. This expansion helps the drink build brand awareness as it challenges the long-standing dominance of the Honey Deuce.
Originally reported by VinePair.
