The 2024 Formula 1 Australian Grand Prix is set to top last year’s record-breaking crowds and drinks brands including St Hugo, Bundaberg Rum, Patient Wolf, Heineken, Canadian Club, Idle Hour and Jack Daniel’s are in the driver’s seat.

The Formula 1 Australian Grand Prix runs from 21-24 March, with more than 45,000 grandstand seats expected to be packed with visitors from across Victoria, interstate and overseas.

While fans soak up the on-track action, off the track there will be Grand Prix entertainment, live music, food and drinks.

Victorian Minister for Tourism, Sport and Major Events Steve Dimopoulos said: “Melbourne is one of the best places in the world to host global sports events and the Formula 1 Australian Grand Prix is a win not just for race fans but for businesses and employment right across Melbourne.”

“The 2024 event is on track to be another record-breaking year and I can’t wait to welcome that buzz back to Albert Park.”

Australian Grand Prix Corporation CEO Travis Auld said: “We are counting down the days until we can welcome fans through the gates of the Albert Park Grand Prix Circuit for what we are sure will be another record breaking and phenomenal four days.”

According to The Australian: “Influencers, sports stars and corporates once flocked to the Birdcage at Melbourne’s Flemington Racecourse, where the Melbourne Cup was a must-attend gig on annual social calendars and the jewel in the state’s event crown.

“But impossibly fast cars and daredevil drivers featuring on Netflix’s Drive to Survive has rocketed the Formula One’s Australian Grand Prix to one of the most talked about spectacles in the country, and businesses are flocking to capitalise on surging crowds and appeal to a new audience of women.“

Ferrari Australasia CEO Jan Hendrik Voss said the Australian Grand Prix was shaping up to become the biggest and most exciting sports event in Australia.

“And why wouldn’t corporates be interested in it. You have the fastest and most exciting racing in the world, right in your own backyard,” he said.

Jack Daniel’s teams up with McLaren

In celebration of its partnership with the McLaren Formula 1 Racing Team, Jack Daniel’s Tennessee Whiskey is bringing the exhilaration of the racing circuit to Melbourne’s streets by offering fans the exclusive opportunity to take a complimentary
adrenaline-fuelled drive in a pair of luxury supercars via some of the brand’s favourite venues.

From Friday 22 to Sunday 24 March, ‘Jack’s Rides’ will transport locals and visitors from the city to South Melbourne and back.

Those looking to roll up on race day in style will be able to book a ride from 12pm each day, with the supercars picking up fans in pairs from the Next Hotel on Little Collins Street in the heart of the city and dropping them off at South Melbourne icon, the Golden Gate Hotel – just a short stroll from the Albert Park entrance.

Then, for fans keen to rev their engines into the night, until 10pm each night, there will be an option to add an electrifying evening ride from the Golden Gate Hotel to George on Collins or the city’s largest rooftop bar, Good Heavens.

Jack Daniel’s Australia Senior Brand Manager Tom Rogers said: “Our partnership with the McLaren Formula 1 Racing Team is all about giving fans unique opportunities to celebrate the best in team sport. Through offering rides in some of the most exclusive supercars in Australia, we’re so excited to be giving fans the chance to not only see, but feel first-hand the thrill of being part of the pinnacle of racing.”

Idle Hour’s unforgettable Grand Prix drinks experience

Australia’s Idle Hour Vodka is entering its third consecutive year as an official sponsor of the iconic event.

With tickets for the event snapped up within hours of release, Idle Hour Vodka is also orchestrating grand prix-inspired cocktails and a vodka-infused degustation menu outside the Albert Park Grand Prix Circuit.

The cocktails available throughout selected restaurants and bars across Victoria for the month of March, including Tempo Restaurant and Bar in Geelong, Stringers Sorrento on the Peninsula, Token in South Yarra, Maven by Morgan in Fitzroy and Pascale Bar and Grill at QT Melbourne (above).

The cocktail line-up includes:

• Lift and Coast: A blood orange and rhubarb vodka smash
• Rumblestrip: A mandarin cosmopolitan
• Jumpstart: A grapefruit and pomegranate vodka sour

Idle Hour Vodka Co-Founder and Director Ewen Pettit said: “Idle Hour Vodka takes immense pride in our partnership with the 2024 Formula 1 Australian Grand Prix for the third consecutive year. Through this campaign, we aim to extend the thrill of the Grand Prix beyond the confines of the racetrack and offer a taste of the excitement to all Victorians. Our exclusive cocktails are meticulously crafted to capture the essence of the race and elevate the palates of vodka enthusiasts across the state.”

QT Melbourne General Manager Kristen Foat said: “We are delighted to welcome Idle Hour Vodka to Pascale Bar & Grill throughout March. This collaboration offers locals and tourists alike a unique opportunity to immerse themselves in the electrifying atmosphere of the 2024 Formula 1 Australian Grand Prix within our cultural hub, where global and local influences converge. It’s an exciting fusion of the race’s adrenaline and Idle Hour Vodka’s sophistication, perfectly aligned with QT’s ethos of quirky luxury.”

Heineken gets loud

Heineken has launched the Sounds Like Good Times With F1 campaign to coincide with its 2024 Formula 1 Australian Grand Prix partnership.

Heineken said the campaign was sparked by its long history as a beer that is best enjoyed with noise and noted that when the distinctive roar of F1 is paired with Heineken, it “sounds like good times”.

Using linguistic devices, the campaign reinforces Heineken’s association with F1. The campaign has launched with a 360 audio asset on Spotify.

“We’re thrilled to celebrate another year of our partnership with the F1 by launching a local campaign that aims to celebrate the sounds of good times at the F1,” Heineken country manager Dino Bozzone said.

“Sound is such a critical part of the immersive experience at the Formula 1. Without the sounds of the engines roaring, crowds cheering and bars buzzing, this event wouldn’t be the one we all know and love.

“We look forward to seeing fans come together & celebrating the good times with their mates over this weekend, with a Heineken or Heineken 0.0 in hand at the F1.”

Bartenders head to Heineken National Star Quality Final

The Heineken Star Quality Tournament for 2024 will also culminate in Australia during the Grand Prix, with the national final being held on March 23 at Middle Park Hotel.

Global Heineken Star Quality Brand Ambassador Tom Vos has traversed Australia, conducting masterclasses and events to identify the best of the best from more than 100 Heineken venues. Bartenders were rigorously evaluated on their mastery of the Heineken five-step Star Quality ritual: rinse, pour, skim, check, and serve. Vos has been in Australia since November bringing his expertise from the Netherlands where he is part of the Global Events & Heineken Experience Team that supports all of the major Heineken sponsored events around the world. 

Country Manager Dino Bozzone said: “We have over seven years of mystery shopping research which has identified that consumers are twice as likely to repurchase a Heineken if the bartender complies with the five steps. As a premium brand, our primary focus is to guarantee that consumers across Australia enjoy a premium experience wherever they enjoy a Heineken draught beer.

“Australian consumers may not be used to beer with a foam head, however, the purpose of the foam head is to keep the beer fresher for longer. The foam head works to maintain the beer’s freshness by preventing oxygen from entering and retaining carbon dioxide. The Heineken Star Quality training teaches bartenders how to pour a perfect head that rests on the shoulders of the red star, this foam head stays on the beer for longer and keeps the beer fresh for as long as possible.

“We’ve witnessed extraordinary talent and dedication throughout the training sessions & tournament to the Heineken Star Quality Ritual & delivering premium hospitality. As we approach the national final, we’re excited to see these finalists bring their A-game and showcase the artistry of the Star Quality ritual. It’s an honour to celebrate their craft, ambassadorship and elevate the Heineken experience for consumers.”

State winners will also be given tickets to attend the Grand Prix 2024, including two nights of accommodation, flights and their food and beverage.

Espy Pop Up Bar to debut at the Grand Prix

A recreation of iconic Esplanade Hotel in St Kilda The Espy will be located in the heart of the Albert Park Grand Prix Circuit, alongside the Melbourne Walk.

Offering one of the best general admission locations to experience the excitement, the pop-up will combine the electric atmosphere of the Espy with the adrenaline of Formula 1 to create an unforgettable Grand Prix experience.

Hotel Esplanade Venue Manager Chad Kaya said: “The Espy is one of Melbourne’s most iconic pubs, so it is right at home at one of Melbourne’s most iconic sporting events.

“We’re so excited to bring an iconic Melbourne pub to the Grand Prix – the ultimate Melbourne weekend!”

As the Official Gin Partner for a third consecutive year, Patient Wolf will have a chill-out zone just behind Prost Grandstand, with deck chairs and umbrellas lined up in front of the super screen.

Drinks brands celebrate Australian Grand Prix success