This year’s Australian Open in Melbourne has kicked off and this year’s Grand Slam event has a number of Australian and international drinks brands lined up as partners.
Chinese Baijiu brand Luzhou Laojiao is an associate partner of the event, with several other brands taking partner status.
This week Peroni has revealed its activation as the Australian Open’s official beer partner for the fourth consecutive year.
To kickstart the launch of Peroni Nastro Azzurro Stile Capri, Peroni is offering fans an opportunity to escape the arena and enjoy a taste of Italian Summer at the Peroni Capri Beach Club.
The beach club, a first of its kind for the brand, located within Grand Slam Oval, gives tennis-goers a reprieve from the bustle of Melbourne Park, transporting them to the serenity of a Mediterranean beachside bar.
To further excite fans, Peroni is offering a chance to win an all-expenses-paid seven-night trip to Capri, Italy. All they need to do is snap a picture of themselves at the Peroni Capri Beach Club, upload the photo to Instagram, tag and follow @peroni_au to enter into the draw. The winner will be randomly drawn and announced on 2 February (T&Cs apply).
The Peroni Capri Beach Club will be pouring Peroni Nastro Azzurro Stile Capri (4.2 per cent ABV), alongside the traditional Peroni Nastro Azzurro (five per cent ABV and 3.5 per cent ABV). The Peroni Capri Beach Club will also be serving its popular Peroni Nastro Azzurro 0.0% (0.0 per cent ABV) for beer lovers who want the same refreshing taste, while also drinking responsibly.
Aperol has announced it will be an official partner of Tennis Australian from 2024 for the next four years.
Simon Durrant, Managing Director – Australia at Campari Group, said: “We are back. Campari is thrilled to announce that Aperol will be bringing a slice of Italian culture to the Australian Open in 2024.
“The Australian Open is the biggest event in the Australian summer calendar, and with Aperol Spritz being the drink of the summer, this is the perfect partnership. Boasting one of the biggest sporting crowds in the nation, we’re excited to spread the Aperol joy across a terrific summer of tennis.
“We are excited to welcome the tennis fans at the Australian Open to our bespoke bar, Terrazza Aperol, to experience summer in true Italian style. In what promises to be a lot of fun for tennis fans, Aperol Spritz will also be available throughout the many bars across Melbourne Park.”
Canadian Club has announced it tenth year of partnership as the official dark spirits partner of the Australian Open and that it will continue to partner the event through to 2026.
The decade of partnership has seen over one million CCs served and this year the brand will activate its popular Canadian Club Cabana Bar on Grand Slam Oval, with CC pop-up bars also in Rod Laver Arena, John Cain Arena and the Western Courts Bar.
“As we toast Canadian Club’s remarkable tenth year as a proud sponsor of the Australian Open, we reflect on a decade of shared excitement, passion, and memorable moments,” said Beam Suntory Chief Marketing Officer Trent Chapman.
“We’re thrilled to commemorate our tenth year of partnership with our largest-ever activation, aiming to elevate the fan experience to new heights. Our enduring partnership with the AO underscores our commitment to creating unforgettable experiences for Australians, and we look forward to continuing this thrilling journey, serving up aces and crafting lasting memories on and off the court until 2026.”
Piper-Heidsieck returns for its sixth consecutive year as the Australian Open’s official Champagne partner, with its Piper-Heidsieck Champagne Bar returning to its prime location on Rod Laver Arena Terrace.
The brand is also opening a bar in Garden Square for the first time, with Le Kiosque by Piper-Heidsieck serving Champagne to those around the eastern courts.
“We are very excited to continue our partnership with the Australian Open for the sixth year with a bigger presence than ever before. Come January, we will connect and celebrate with tennis and Champagne enthusiasts through challenging conventional hospitality offerings and providing an elegant and unexpected atmosphere,” said Piper-Heidsieck CEO, Benoît Collard.
“The Piper-Heidsieck Champagne Bar and Le Kiosque will come to life through a collaboration between some of Melbourne’s most talented creatives who together will create a back drop for an exceptional Melbourne Park experience. A perfect combination of a world-class sporting event, the best of Melbourne’s diverse culture and—pièce de resistance — our exceptional Champagne.”
Somersby has returned for its second year as the official cider partner to the Australian Open, with a space that promises to be playful and generous for tennis fans.
Somersby Brand Manager, Liam Hale said: “With news cycles filling up with negativity, we tend to forget that good things are happening all around us. The way we see it, the glass is always half full if you want it to be.
“Our new Somersby Super Crisp is less sweet and more refreshing and perfect for sharing in the company of good friends, family, and odd acquaintances.
“We can’t wait for fans to enjoy a summer of tennis with the very taste of summer itself, Somersby.”
Penfolds, Squealing Pig and Tanqueray are also official partners of the Australian Open, with the Open running from 14 to 28 January.