Sabalenka Serves Fans Free Tequila in US Open Brand Activation

Quick listen: How Aryna Sabalenka turned “drinks on me” into a tequila-fueled US Open tradition — in under 2 minutes.

Aryna Sabalenka is once again raising a glass with fans at the US Open.

In partnership with Maestro Dobel Tequila, the defending champion and world number one is bringing back her “Drinks on Us” promise.

What started courtside in 2024 as a lighthearted gesture has now grown into a full campaign around the tournament.

The idea began when Sabalenka shouted, “Drinks on me,” after a semifinal win last year.

What started as a playful moment is now a formal promotion and a piece of beverage marketing.

Dobel will cover the first round of cocktails for fans in New York who order a Dobel Tequila drink at participating bars and restaurants.

Fans can get up to $20 back on cocktails or discounts on bottles at local liquor stores.

Sabalenka explained why she wanted to raise the bar this season:

“Last year I promised fans ‘drinks on me,’ and I didn’t disappoint.

This year, with Dobel, I’m taking it up a level.

From the first day of the tournament, fans in New York visiting bars and restaurants can enjoy their first Dobel Tequila cocktail and bring the passion to every one of my matches.”

Fans outside New York are not left out.

Dobel’s Tequila Club is offering national members rebates and online perks, making the campaign feel more like a celebration than a one-city promotion.

Cocktails, Culture, and Star Power

Sabalenka isn’t the only player lending her name to the campaign.

American Taylor Fritz has joined Dobel with his own Fritzy Spicy Margarita, while Sabalenka’s Marg-Aryna and the returning Ace Paloma complete the menu.

These signature drinks aren’t just menu items; they are part of Dobel’s wider brand activation at the US Open.

Naming cocktails after players gives fans a way to engage directly with the brand while tying tennis stars to moments of celebration.

The Ace Paloma sold more than 70,000 servings last year, becoming the second most popular cocktail at the Open behind Grey Goose’s Honey Deuce.

Fritz explained why the collaboration matters to him:

“Growing up in Southern California, tequila has always been part of my biggest celebrations.

Partnering with Dobel is the perfect match, and this US Open, I’m inviting fans to keep the energy high and raise a glass of my Fritzy Spicy Margarita all tournament long.”

On-site, the Dobel Tequila Club is also debuting a collaboration with José Andrés Group’s Oyamel.

Guests can pair Yucatán-style tacos with cocktails, bringing a taste of modern Mexico to Flushing Meadows.

Competing in a Crowded Tequila Market

For Dobel, linking cocktails to players and food partners builds a story fans can carry beyond the court.

Drinks like the Marg-Aryna and Fritzy Spicy Margarita give the brand a personal hook, while the partnership with José Andrés Group adds culinary credibility.

Premium tequila sales were valued at about $11 billion in 2023 and are projected to reach nearly $20 billion by 2030, but growth comes with competition.

Grey Goose’s Honey Deuce still leads at the US Open, though Dobel’s Ace Paloma sold more than 70,000 servings last year, signaling its push for relevance.

The category is also under strain.

Oversupply in agave, slowing exports, and price pressure on farmers highlight why storytelling and fan connection matter as much as sales.

For Dobel, loyalty built through experiences may prove more valuable than volume alone.

Our Take: Can Dobel Turn Tennis Into Tequila Loyalty?

This feels like more than another alcohol sponsorship.

What began as a throwaway line from Sabalenka has turned into a tradition that connects fans, players, and the brand.

If I were advising Dobel, I would focus on amplifying fan participation online.

Seeing real people redeem “Drinks on Us” in real time is what makes the idea stick.

The real strength here is not in the number of cocktails poured but in using trusted athletes as hosts, turning tennis into a shared celebration that continues long after the final point.

For more on how spirits brands are activating around tennis, see how Grey Goose is taking the US Open into Grand Central with a new pop-up experience.