It’s an all-star line-up of drinks brands for the 2024 Australian Open, with Canadian Club, Aperol, Penfolds, Piper Heidsieck, Peroni, Squealing Pig and Somersby among those partnering with Tennis Australia for the tournament.
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“Sporting events have the power to bring communities together,” she told Forbes.
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The Australian Open broke its attendance record last year when 839,192 fans passed through the gates of Melbourne Park over two weeks, with millions more watching from home and sites in Federation Square, Birrarung Marr and elsewhere.
The 2024 Australian Open is being held Park from January 7-28. A bumper crowd of 87,705 people attended the Australian Open on Sunday. January 14, suggesting records could be broken again this year.
Aperol returns to AO
Aperol has returned as the Official Partner of Tennis Australia from 2024 for the next four years, starting with the United Cup in late December, through to the Brisbane International, Adelaide International, Hobart International, and finally, the Australian Open in January.
The AO experience kicked off with the first-ever Aperol experiential shop-in-shop in global travel retail, located in Melbourne Airport Terminal 2’s departures zone.
Campari Group Managing Director – Australia Simon Durrant 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.”
Tennis Australia’s Chief Commercial Officer Cedric Cornelis said: “We are incredibly excited to have Aperol return as a Partner in 2024. Both tennis and the Aperol Spritz are synonymous with summer in Australia, making this the perfect partnership between two icons.
“We can’t wait to see fans attending events across the Summer of Tennis sitting back and enjoying the world-class tennis while sipping a refreshing Aperol Spritz for years to come.”
At the Australian Open, fans will be able to enjoy an Aperol Spritz at Terrazza Aperol on Grand Slam Oval. The venue features a bespoke 15-metre-long bar, bean bags, lounges and an elevated cabana experience.
Created by the Yakusan Brand Experience Group, it is designed to showcase Aperol’s Italian heritage, while connecting Aperol to the Summer of Tennis.
Inspired by Venetian aperitivo lifestyle, the space combines signature Italian furniture with modern styling cues to create an vibrant and carefree space for AO tennis fans to come together.
Fans will also have the chance to sample an Aperol Spritz at a number of bars and restaurants across the Melbourne Park precinct, including the new Bar Atrium, which features views of the Melbourne city skyline.
Canadian Club celebrates 10 years at AO
Canadian Club (CC) has confirmed its return to Melbourne in 2024 as the Official Dark Spirits Partner of the Australian
Open (AO) for the 10th year and the brand has re-signed to continue the partnership until 2026.
Marking the brand’s largest footprint to date, from 14-28 January 2024 Canadian Club activations will blanket key AO locations, including Grand Slam Oval (GSO), AO Hilltop at Birrarung Marr, the Western Courts, Rod Laver Arena, and John Cain Arena.
The partnership has seen more than one million CCs served over the decade. The brand is opening its birthday celebrations to the public by playing host to the AO Padel Court.
On Grand Slam Oval (GSO), CC will activate its Canadian Club Cabana Bar, which this year has a festival-style makeover, with palm trees, cacti and festival delights. There will also be Canadian Club pop-up bars in Rod Laver Arena, John Cain Arena and the Western Courts Bar serving up CCs to punters in the brand’s largest footprint to date.
“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.”
New heights for Piper-Heidsieck
Piper-Heidsieck will be back for a sixth consecutive year as the Official Champagne of the Australian Open. Piper-Heidsieck Champagne Bar will return to its prime location on Rod Laver Arena Terrace.
Champagne lovers are invited to sip on Piper-Heidsieck’s award-winning varieties while enjoying the sounds of the Piper-Heidsieck Marching Band alongside an array of roving entertainers and European-inspired culinary fare.
In a first for the brand, Piper-Heidsieck is introducing an effervescent accompaniment to its experiences at Melbourne and Olympic Parks, with a twist – Le Kiosque by Piper-Heidsieck located in Garden Square. Le Kiosque will serve as an express bar for those wanting a Champagne on the go, or to soak up the action on the big screen with a glass of Piper.
TWE’s doubles match
Treasury Wine Estates’ Squealing Pig is the official wine partner of the Australian Open, while Penfolds Restaurant promises an elevated dining experience with a contemporary Australian menu curated by Penfolds Magill Estate Executive Chef Scott Huggins and paired with a selection of Penfolds wines.
Nestled in Centrepiee at Melbourne Park, the restaurant served more than 2000 guests in the first week alone.
The Squealing Pig ‘Summer of Love’ campaign, which promotes playfulness, positivity and inclusiveness, will include the brand sponsoring the National Pickleball League, the Australian Open and Mardi Gras in 2024.
Squealing Pig has also been handing out free bucket hats to attendees to ensure they stayed sun safe.
AO renews partnership with Asahi Beverages
The Australian Open and Asahi Beverages have announced a new multi-year deal that sees Peroni Nastro Azzurro and Somersby return as the Official Beer & Cider Partners of the Australian Open.
Peroni is bringing a taste of the Mediterranean to the Australian Open at the Peroni Capri Beach Club on Grand Slam Oval where fans can enjoy the laidback beach lifestyle of Capri while taking in all the tennis action on the giant screens.
The Peroni Capri Beach Club will elevate further on Saturday 20 January, with Peroni becoming the naming rights partner for one of the biggest days at the Australian Open – to be known as Peroni Super Saturday. It will be the only place on Grand Slam Oval offering live music and beer on-tap.
“We’re delighted to welcome Asahi’s iconic brands back to the Australian Open and to bring the partnership to life for fans with unique on-site activations,” Tennis Australia’s Chief Commercial Officer Cedric Cornelis said.
“Peroni Super Saturday is set to be an incredible day at the Australian Open and Grand Slam Oval will be the place to take in the atmosphere, without needing to miss a minute of the tennis.”
Asahi Beverages Marketing Manager Marc Slater said: “We are excited to return to the Australian Open, reinforcing our partnership with this iconic event. Our various on-site activations create a unique way for fans to engage with the tournament and our diverse range of alcoholic and non-alcoholic brands. We can’t wait to be part of the Australian Open’s vibrant atmosphere once again.
“The Peroni Capri Beach Club will be bringing the vibrant coastal lifestyle of Capri to Grand Slam oval, offering fans a refreshing oasis retreat throughout the event. As naming rights partner to the Peroni Super Saturday, we look forward to reinvigorating one of the most iconic days on the Australian sporting calendar. With exclusive live music, big screen viewing and fresh Peroni beer on-tap, there is no better place to soak up the electric atmosphere of the AO.”
The partnership also sees Balter serving up beers from the Balter Bar in Garden Square. Fans can also enjoy Somersby Super Crisp outside Kia Arena.
Somersby kicked off its inaugural partnership last year, with the initial announcement made by Australian tennis star Thanasi Kokkinakis.
Asahi Lifestyle Beverages’ non-alcohol portfolio is also being supplied throughout the precinct.
Tanqueray joins the action
Tanqueray is the Official Gin Partner of the Australian Open and United Cup.
“We are delighted to welcome Tanqueray as the Official Gin of the Australian Open and United Cup. We have no doubt that fans will enjoy sipping a crisp Tanqueray and Tonic while taking in the world-class tennis, as well as taking a break in Tanqueray’s elegant bar on Grand Slam Oval at the Australian Open,” said Tennis Australia Chief Commercial Officer Cedric Cornelis.
On-site at the Australian Open, Tanqueray’s double storey bar on Grand Slam Oval is a popular place to enjoy a Tanqueray & Tonic, while the Tanqueray Bar is located in Garden Square.
Love all for drinks brands at the Australian Open
