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If you’re a tennis fan – or maybe just a TikTok fan – you’ve likely heard of the just-finished U.S. Open’s signature cocktail, the Honey Deuce. The cocktail has been a staple of the tennis tournament for over two decades, but has found its moment in the sun thanks to Grey Goose’s continued marketing push finally clicking in as tennis’s popularity reaches new heights. The trend, boosted by names like Serena Williams, shines a light on how vodka or other declining spirit categories can still make a splash.

Created by former Grey Goose ambassador and restaurateur Nick Mautone, the $23 pink-ish cocktail is served in a collectible cup, has a fun garnish of three pieces of honeydew scooped to resemble tennis balls, has been sipped on by Taylor Swift, and is only available for a few weeks of the year – a perfect recipe for platforms like TikTok, where users are now sharing how to make the drink at home, and where bev-alc advertising is now allowed. 

BevNET Insiders can access the full analysis the read how the Honey Deuce has taught vodka a thing or two about modern marketing tactics.

Discover packaging and processing solutions that meet the demands of the expansive beverage market—and keep up with consumer tastes! At PACK EXPO International, you’ll see new advances in sustainable packaging, nutrient-preserving processing, customization, branding, diversifying pack sizes and more Learn more

It appears that Shaun Neff and Tabitha Brown’s “mini meal” replacement beverage brand orro. has gone back to the drawing board. Beverage Business Insights reported this week that the L.A. Libations-backed protein drink is currently off the market as the brand retools for a fresh launch at a TBD date.

• Orro. was founded in 2021 and sold in 11.1 oz. cartons containing 16 grams of pea protein. It was positioned as a vegan-friendly and a natural meal replacement.
• Currently, the brand’s website has only a simple message for visitors: “Be right back!” and L.A. Libations CEO Danny Stepper confirmed to BBI that the brand is “back in the shop.” While details are sparse beyond that, Stepper told the newsletter that the drink could come back in a new format. 
• Besides L.A. Libations, orro. also received initial funding from several institutions, including Anheuser Busch InBev, Beechwood Capital and Bessemer Venture Partners. Tabitha Brown later joined the brand as an equity partner in 2022.

In other L.A. Libations news: Its birthday filmstrip time. Click here to see all of the retail executives - and celebrities and other VIPs - who wanted to celebrate the company's 15th birthday.

The latest installment of Elevator Talk features leaders from OOSO, Laurel’s Coffee, Kombucharista, Loom and St. Cecilia Soda Co.

Watch founders and CEOs introduce their brands and provide a recap of recent news and updates. This week’s special co-host is Maxine Kozler Koven, the co-managing director of LDR Ventures, who shared her thoughts, questions and feedback with the participants. She is joined by Ray Latif, the editor and producer of the Taste Radio podcast.

Watch the full episode now.

• Legal updates from PRIME's docket
• Details on the Casamigos exec taking over a celebrity spirits platform
• Exclusive insights on Amazon's new private label grocery play
• A breakdown of the recent Speakeasy acquisition

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