Miami’s new “Love All” frosé is the latest play in tennis’ booming cocktail business

From Wimbledon’s Pimm’s Cup to the US Open’s $17 million Honey Deuce, signature drinks are becoming one of the sport’s most lucrative traditions.

ByStephanie Livaudais

Published Mar 23, 2026

MIAMI, Fla.—The two legs of the Sunshine Swing may feel like polar opposites, with the BNP Paribas Open offering a serene slice of Tennis Paradise in the California desert and the Miami Open presented by Itaú delivering vibrant, party-like energy.

But in one key way, they are remarkably similar: both are multimillion-dollar sporting events that continue to push the boundaries of stadium food and drink.

At Indian Wells, fans can sip new specialty cocktails or dine on sushi from the on-site Nobu. In Miami, the offerings range from a $100 hot dog to the tournament’s newest signature drink: the “Love All” frosé, the latest entrant in tennis’ growing cocktail economy.

Created exclusively for the 2026 Miami Open by Santa Margherita Wines, the tournament’s official wine sponsor, the Love All is a frozen rosé cocktail priced at $22 and served in a collectible glass shaped like a tennis ball.

Judging by the buzz at Hard Rock Stadium, it’s already a hit. The drink is available at the Rosé Giardino, an all-pink, Instagram-ready lounge with multiple photo opportunities that regularly draws long lines.

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The hype has even reached the players. Jessica Pegula, Madison Keys, Jennifer Brady and Desirae Krawczyk sampled the drink on the Players Box podcast, offering largely positive reviews—with Brady the lone dissenter, due to her general dislike of wine.

“It’s very good,” Keys said, laughing, as she gave it a 4.5 out of 5. “It’s quite strong… If you drink them during our matches, just like, keep the volume down!”

Time Out dubbed it “the Honey Deuce of the Miami Open,” a comparison that speaks to the outsized influence of the US Open’s signature cocktail.

Wimbledon may have set the standard for iconic tournament fare—strawberries and cream and the Pimm’s Cup have been staples for decades—but the US Open took the concept to another level with the Honey Deuce.

Introduced in 2006 and sold exclusively at the USTA Billie Jean King National Tennis Center, the Honey Deuce—made with Grey Goose vodka, lemonade and raspberry liqueur and topped with honeydew melon balls—has become synonymous with the tournament. Priced at $23 and served in a collectible cup, it has evolved from a fan favorite into one of the most profitable drinks in sports.

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In 2025, the US Open made roughly $17 million in revenue from Honey Deuce sales alone.

In 2025 alone, more than 738,400 Honey Deuces were sold over the course of the US Open, generating roughly $17 million in revenue—a 32 percent increase from the previous year, driven in part by expanded Fan Week programming.

That figure puts the drink’s impact into perspective: $17 million is enough to cover the combined prize money for both the men’s and women’s singles champions and runners-up, or to pay every first-round loser in both draws.

The rise of signature cocktails is part of a broader post-pandemic trend across sports, as fan attendance rebounds and venues look for new ways to drive revenue. Beverages, in particular, offer some of the highest profit margins in stadium concessions, often exceeding 90 percent.

Tennis tournaments have taken note.

In 2023, Maestro Dobel Tequila introduced the Ace Paloma, a tennis-inspired twist on the classic cocktail that is now served at multiple events across the United States and Mexico, including the US Open, Miami and Cincinnati. The brand has also leaned into player partnerships, creating drinks like the “MargAryna” with Aryna Sabalenka and the “Fritzy Spicy” with Taylor Fritz—the first player-inspired cocktails to debut at the US Open in 2024.

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Aryna Sabalenka and the Dobel Ace Paloma

Other tournaments have followed suit. The Charleston Open offers the long-running “First Serve,” while Canada’s National Bank Open features “The Smash.” The Australian Open joined the trend in 2025 with the Lemon Ace, and Indian Wells debuted “The Drop Shot” earlier this month.

Limited-edition cups, tournament branding and exclusive experiences have only amplified the appeal, especially as social media and influencer culture reshape how fans engage with live sports.

If the Honey Deuce put tennis on the cocktail map, the next wave of signature drinks is proving it wasn’t a one-off.

From Miami’s frosé to player-inspired creations, tournaments are embracing the idea that what fans hold in their hands can be just as memorable as what they see on court. In a sport built on tradition, the business of drinks is quickly becoming one of its most modern advantages.

Make it at Home: The “Love All” frosé

Ingredients

25 oz Santa Margherita Rose (one bottle)
5 oz simple syrup
3 oz fresh lemon juice
3 oz Gran Gala (orange liqueur)
3 oz Mathilde Framboise (raspberry liqueur)

Directions

Combine all ingredients. Blend, freeze, blend, freeze. Serve.

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