Tennis fans from across the globe are flocking to Melbourne as the record-smashing Australian Open gets underway. And drinks brands are going all-out to make an unforgettable first impression on them at Melbourne Park.

Last year’s crowds at the Australian Open generated more than $533 million in economic benefits for Victoria, with the event attracting hundreds of thousands of people to Melbourne.

The tournament has already celebrated its biggest-ever first Monday attendance, with 95,290 people. The previous record of 81,472 was set in 2024.

A calendar of off-court entertainment is running across the entire Australian Open, with live music, food and drinks, plus two new additions with The Village and TOPCOURT opening for the first time this year. The Village gets fans closer to their favourite tennis stars with a new viewing platform between Kia Arena and John Cain Arena, offering unmatched access to players practicing.

TOPCOURT is a world-first immersive experience where tennis, culture, and video gaming collide in the heart of Birrarung Marr – linking the Australian Open and Melbourne’s CBD. It will feature live music and DJs, a Padel Court where fans can play, retail pop-ups and a host of the latest gaming setups.

Acting Premier Ben Carroll said: “We’re the major events capital, the sporting capital, the live music capital and the food and drink capital of Australia – and it all comes together in summer at the Australian Open.

“This kicks off a huge year of major events in Victoria, and all the jobs and tourism spend that comes with it.”

Among the drinks partners working on their serves as partners of this year’s tournament are Canadian Club, Piper-Heidsieck, Grey Goose, Luzhou Laojiao Jiaoling Baijiu, Aperol Spritz, Peroni, Somersby and Squealing Pig.

Aperol is an Official Partner of Tennis Australia until 2028. At the Australian Open, fans can enjoy an Aperol Spritz at Terrazza Aperol on Grand Slam Oval. Yakusan Brand Experience Group has created the Aperol Terrazza for Campari.

Grey Goose has created an Australian Open signature serve called Grey Goose Lemon Ace to celebrate the brand’s inaugural partnership with the Australian Open.

Grey Goose is hoping to replicate the success of its US Open signature serve, the Honey Deuce, which has racked up a record $US12.8 million in sales and become a global sensation.

Seen in the hands of multiple A-List celebrities at last year’s tournament, the signature US Open cocktail amplified Grey Goose’s presence in the global tennis landscape. Bacardi aims to position the Grey Goose Lemon Ace as the must-have cocktail of the summer.

The citrus-forward creation combines Grey Goose original vodka, passionfruit syrup and sparkling lemonade, served over ice and garnished with a lemon ball and fresh mint. Learn more

Canadian Club held an Australian Open launch party on 12 January, full of music, dance and drinks.

The Canadian Club Racquet Club is celebrating 11 years of partnership with Tennis Australia. The non-ticketed destination is serving up tennis action throughout the tournament, with loads of shade and seating.

The Canadian Club Cabana Bar is also back again in AO25, situated in the thick of the action on Grand Slam Oval.

Piper-Heidsieck expects to serve a record-breaking 80,000 flutes of Champagne at the Australian Open, 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.