Piper-Heidsieck expects to serve a record-breaking 80,000 flutes of Champagne at the Australian Open next month, following the brand renewing its long-standing partnership with the iconic tennis tournament.

After six successful years, the new deal spans another three years and ensures Piper-Heidsieck will remain the Official Champagne of the Australian Open until at least 2027.

The Piper-Heidsieck Champagne Bar will return to its iconic location on Rod Laver Arena Terrace. The Piper-Heidsieck Champagne Kiosk can be found at Garden Square, while the Piper-Heidsieck Dressing Room is available for on-court guests. Piper-Heidsieck will also be integrated into the coveted members-only venue Club 1905.

Piper-Heidsieck’s partnership renewal follows a record-breaking Australian Open 2024, both in terms of fans through the gates at Melbourne Park and champagne sales.

In total, 52,000 flutes of Piper-Heidsieck were poured at the Australian Open 2024, more than doubling the previous mark of 25,000 flutes at the Australian Open 2023.

“We are delighted to bring the bold spirit of Piper-Heidsieck back to the Australian Open and continue to offer tennis fans not only a taste of our champagne, but a refined experience they will remember forever,” said Damien Lafaurie, chairman and CEO of Piper-Heidsieck.

Australian Open Tournament Director Craig Tiley said: “From the vibrant energy at the Piper-Heidsieck bar to the celebratory toasts in our champions’ post-victory press conferences, Piper-Heidsieck has become a symbol of the fun and excitement that defines the Australian Open.”

Australian player Thanasi Kokkinakis (above) has also signed on as a Piper-Heidsieck ambassador alongside Canadian player Ayan Broomfield.

“The partnership with Piper-Heidsieck feels natural to me,” Kokkinakis said. “They’re about doing things differently and celebrating boldness … I don’t think anyone could argue that fits my personality both on and off the court.”

Why Piper-Heidsieck is banking on the Australian Open

“There’s something a bit special about the Australian Open, the kind of uplifting, joyful mindset, which quite resonates with our own values,” Lafaurie told The Australian.

“I’m always very impressed with the one million fans attending the event, mainly coming from Australia. It is our biggest event worldwide for us. It is our biggest sponsorship and the largest event we partner with.”

Australia is Piper-Heidsieck’s largest export market and, despite the current challenges in the market, the Champagne house has grown its presence here by 5% in the past 12 months, with its presence at the Australian Open regarded as being key to its marketing success.

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