Tennis tournaments are no longer just about thrilling rallies and championship points. Signature drinks are becoming a major part of the fan experience, blending creativity, social media appeal, and strong revenue streams.
The 2026 Miami Open presented by Itaú has introduced the “Love All” frosé, a frozen rosé cocktail crafted exclusively by Santa Margherita Wines. Served in a collectible tennis ball-shaped glass for $22, the beverage has created long lines at the Instagram-ready Rosé Giardino at Hard Rock Stadium. The drink’s popularity extends to players, with stars like Jessica Pegula, Madison Keys, Jennifer Brady, and Desirae Krawczyk sampling it and giving positive reviews. Keys even rated it 4.5 out of 5 and jokingly advised moderation during matches.
This trend follows the success of the US Open’s Honey Deuce, a cocktail made with Grey Goose vodka, lemonade, raspberry liqueur, and honeydew melon balls, served in a collectible cup for $23. Introduced in 2006, the Honey Deuce has become iconic, selling over 738,400 drinks in 2025 alone and generating $17 million in revenue. This figure represents a significant portion of the tournament’s income and demonstrates the high profit potential of signature beverages.
The post-pandemic era has seen a surge in fan engagement and attendance, making beverages a particularly lucrative concession. With profit margins often exceeding 90 percent, tournaments have turned drinks into a central element of the event experience, offering fans a memorable addition to the matches.
Other tournaments are following suit, creating their own unique drinks to capture attention and enhance fan engagement. The Maestro Dobel Tequila brand has introduced tennis-themed cocktails like the Ace Paloma, as well as player-inspired creations such as the MargAryna with Aryna Sabalenka and the Fritzy Spicy with Taylor Fritz. Global tournaments, including the Charleston Open, National Bank Open in Canada, the Australian Open, and Indian Wells, have also launched signature beverages, often served in limited-edition cups for collector appeal.
The combination of visual appeal, exclusivity, and social media buzz has transformed stadium drinks into a highly anticipated part of the tournament experience. From Miami’s frosé to bespoke player creations, these beverages now rival the excitement of the matches themselves, creating a profitable and fan-friendly trend in modern tennis.
For fans eager to try the courtside experience at home, the “Love All” frosé can be made by blending and freezing the ingredients in a cycle until chilled, served in a tennis ball-shaped glass for full effect.
