Hospitality Sector Capitalises on Shift in Fan Consumption Toward Collectible Vessels
Limited-edition cups sold out instantly at the Lenovo Center and generate millions in revenue for the US Open, prompting providers to restructure pricing models around the vessel rather than the liquid.
A distinct shift in consumer behaviour is reshaping the economics of stadium hospitality, as spectators increasingly purchase alcoholic beverages primarily to acquire the limited-edition vessel rather than the drink itself. This trend has created a frenzy at venues such as the Lenovo Center, where 4,687 limited-edition 28-ounce mugs sold out instantly on May 2. These items, priced at $19 each or $12 plus the cost of a beverage, represent more than a quarter of the game's attendance and will not be restocked for the remainder of the season.
The commercial incentive for this strategy is clear for hospitality providers, who note that signature cocktails in souvenir cups offer significantly higher profit margins compared to standard merchandise. Industry representatives indicate that these items often carry surcharges of 50 to 100 per cent, as the cost of the hard plastic cup is minimal relative to the price increase. This approach allows operators to capitalise on exclusivity, with fans actively reselling sold-out mugs on the secondary market for hundreds of dollars.
Tennis tournaments have emerged as the leaders in this sector, leveraging their annual rarity and festival-like atmosphere to encourage long dwell times and higher beverage consumption. The US Open's Honey Deuce cocktail is cited as the most popular drink in sports, generating $17 million in revenue last year alone through the sale of over 738,000 cups at $23 per drink. The vessel, a hard plastic cup featuring tournament logos and past winners' names, has become a status symbol that drives demand far beyond the utility of the beverage.
Replicating this success, the BNP Paribas Open in Indian Wells introduced The Drop Shot in 2025, a pineapple-flavoured, tequila-based drink served in a hard plastic cup featuring tournament logos and past winners' names. While priced at $27, it is positioned as a bargain compared to traditional gift shop souvenirs. Other examples include the NHL's Sabres' beer sabre, the Mammoth's tusk mug, and MLB's Red Sox cooler-shaped cups at Fenway Park, all of which have hit the secondary market.
Hospitality executives argue that these collectible vessels offer a lower entry point for fans to acquire something truly exclusive, distinguishing them from standard merchandise that can often be ordered online. Sandeep Satish, CCO of food and hospitality company Levy Restaurants, suggests that as tournaments become higher profile, fans want to be seen holding these signature items. Consequently, the opportunity may extend to the entire concessions menu, with providers looking to evolve nonalcoholic beverages and food items into similar collectible formats.
