Peroni has signed on as Official Beer of the Australian Open, commencing from 2021. It replaces Stella Artois, which took over the partnership in 2019 from Coopers Brewery.
Australian Open 2021 will take place at Melbourne Park from February 8-21.
Stella Artois was among the brands recently divested by Asahi Beverages to gain regulatory approval from the ACCC and Foreign Investment Review Board for its purchase of Carlton & United Breweries. Carlton & United Breweries and Asahi Premium Beverages combined last year, with Peroni being among the beer brands in the portfolio.
“It’s always exciting welcoming new brands to the Australian Open family and we look forward to working with Peroni to deliver a range of premium experiences for our fans across the tournament,” Chief Revenue and Experiential Officer Ben Slack said.
“Our focus is to create amazing and memorable moments for our fans and guests at the AO, a vision shared by Peroni, and we look forward to seeing the partnership grow.”
A custom designed Peroni Aperitivo Bar be located within the Rod Laver Arena zone. The space will draw inspiration from classic Italian architecture with a crisp blue and white palette creating a Mediterranean courtside oasis. The iconic Peroni blue ribbon is reflected in the shape of the bar, the furniture and a series of striking bespoke “blue ribbon seating areas”.
“Peroni is synonymous with true style and is naturally at home at any premium occasion,” CUB Marketing General Manger Brian Phan said. “Through our Australian Open partnership, we aim to elevate the tennis hospitality offering and bring new experiences to the fans at the AO, at their favourite local venues and also at home.”
Peroni will activate the partnership extensively onsite at AO2021, at venues across Melbourne and Australia. The partnership also includes pouring rights at restaurants, bars and food outlets across the Australian Open Melbourne Park precinct.