The Formula 1 Qatar Airways Australian Grand Prix 2026 kicks off at Albert Park on 5 March 2026 and drinks brands are getting their motors running as tens of thousands of fans descend on Melbourne.
The 2025 Formula 1 Australian Grand Prix attracted more than 465,000 fans – a massive increase of more than 140,000 fans on the 2019 event and this year is expected to be even bigger.
Over four days, fans will enjoy a packed program of entertainment, headlined by Formula 1® and supported by Formula 2®, Formula 3®, the Supercars Championship, and Porsche Carrera Cup Australia.
Among the drinks brands with major activations are Belvedere Vodka, Heineken, Jack Daniel’s, Jim Beam, Chandon and Penfolds.
The Albert Park circuit will also transform into a culinary destination as legendary local restaurants join forces with American Express for the 2026 season opener.
A partnership with Lucas Collective will see renowned Melbourne restaurants Chin Chin and Grill Americano bring a taste of the city’s world-famous food scene directly to the track.
Chin Chin Presented by American Express will be the only pop-up dining restaurant at the circuit, located in the Melbourne Junction general admission area. For those in premium hospitality, the Italian-American steakhouse Grill Americano will be situated inside the American Express Lounge.
Victorian Minister for Tourism, Sport and Major Events Steve Dimopoulos said: “The Formula 1 Grand Prix doesn’t just create excitement – it brings real economic benefits – drawing visitors from around the country and the world, and supporting local businesses, hotels and jobs.”
LVMH announced a 10-year global partnership with Formula 1® at the Australian Grand Prix 2025, with plenty of Moët & Chandon flowing trackside.
Commercial Director Glen Scarlett said: “It’s clear how the broad appeal of this event opens up fantastic opportunities for our brands to seamlessly engage with a diverse and global audience of F1 fans.”
This year, a Destination Chandon bar will pour locally crafted Chandon Brut and Rosé NV, alongside the Chandon Garden Spritz.
New Lakeside Precinct
Rita Ora, Duke Dumont, and Basement Jaxx will lead a massive line-up of live music at Albert Park as part of the refreshed festival program.
The Lakeside Festival in 2026, racegoers headed to Lakeside will be treated to four nights of blockbuster live music after racing each day.
Lakeside will feature the Heineken® Fan Zone and Planet Pepsi Bar. American Express Card Members will also enjoy exclusive access to the Amex Lakeside Terrace.
Meanwhile, over at Melbourne Junction fans can enjoy pop-ups including The Espy and Destination Chandon.
Jack Daniel’s to host Melbourne’s largest off-track race week line-up
As Melbourne gears up for its biggest motorsport moment of the year, Jack Daniel’s Tennessee Whiskey is bringing the energy of race week beyond the circuit with four days of live music, fan celebrations, and venue takeovers across the city.
From 5-8 March, Jack Daniel’s will transform Middle Park Hotel, The Espy, and Crown Melbourne into interconnected fan hubs – open to ticket holders and non-race goers alike.
The Jack Daniel’s race week events will officially kick off on Thursday evening with an unofficial Warm-Up Party for fans at Middle Park Hotel’s marquee. Following the Warm-Up Party, Middle Park Hotel will continue as Jack Daniel’s central race week hangout across four days, operating as a McLaren-themed street party complete with replica race gear, helmets and memorabilia.
One of the most distinctive additions to this year’s line-up is Jack’s Bus – the city’s first and only moving race-week celebration, turning travel between venues into part of the experience.
Parked at Middle Park Hotel during the day from 12-3pm, the bus will host intimate whiskey and cocktail sessions, giving fans the chance to sample rare expressions and learn from Jack Daniel’s ambassadors. Each afternoon, from 4-7:30pm, the bus will then transport fans between Middle Park and The Espy.
Across race week, Jack Daniel’s will take over The Espy in St Kilda, transforming the entire venue into Jack’s Garage – the city’s after-dark headquarters for race fans.
Each night from 7:30pm, free live music performances will take place in the venue’s iconic Gershwin Room.
Race week celebrations will also extend to Crown Melbourne, where Jack’s Pit Stop will take over the precinct’s The Pub, Sports Bar and Jackpot venues throughout the weekend. For the complete program and further information on Jack’s race-week celebrations, click here.
Penfolds announces Australian Grand Prix partnership
Across the four days at Albert Park Grand Prix Circuit, a selection of Penfolds wines will be served in premium hospitality venues, including in the American Express Lounge. Guests will also enjoy a curated Penfolds restaurant pairing and an elevated VIP Grange experience designed to celebrate Penfolds most renowned wine.
In addition to the premium hospitality offering, a broader selection of wines from the Treasury Wine Estates Victorian portfolio will be available in select hospitality facilities across General Admission areas of the event.
Belvedere returns trackside
Belvedere Vodka is returning trackside as the Official Vodka Partner of Formula 1 and providing a first look at the limited-edition Belvedere Organic Vodka F1® Edition Bottle – a collectible design inspired by iconic circuits and the energy of the sport.
Belvedere will serve up Dirty Brew during the event, a fusion of smooth Belvedere Organic Vodka and robusta coffee. Dirty Brew will be exclusively served at the American Express Lounge on-track through product tastings and an invite-only experience titled Club Dirty Brew from Friday to Sunday of the Grand Prix weekend.
Continuing the energy on track, Belvedere will be available at hospitality suites within the Melbourne Podium Club and The Lounge featuring the Slipstream and Apex Bloom with Belvedere Organic Vodka.
The weekend will then wrap up with the Official Afterparty hosted by House of 10 – an underground, ticketed celebration of race weekend at Le Club beneath Maison Bâtard on 8 March.
Jim Beam Roadhouse lands in Melbourne
The Official Spirits Partner of the Cadillac Formula 1® Team, is bringing a taste of Kentucky to Melbourne with the debut of its first-ever Jim Beam Roadhouse — extending the Australian Grand Prix beyond the track.
Taking over the Village Belle in St Kilda beginning 4 March, the experience will feature race screenings, live music, immersive entertainment, comfort food and signature serves.
James B. Beam Distilling Co. MD Rashidi Hodari said: “With our shared American spirit, Jim Beam is proud to join forces with the Cadillac Formula 1® Team as they make their debut on the grid, ushering in a new era of the sport—one rooted in connection, culture, and shared moments.
“With the debut of the Jim Beam Roadhouse, we want to help shape how fans experience the race – connecting off the grid. It’s a signal of what fans around the world can expect throughout the season: bold ideas, authentic storytelling, and experiences to enjoy together.”
Leading the drinks line-up is The Golden Mullet, an exclusive cocktail created after Cadillac Formula 1® Team driver Sergio Pérez asked fellow driver Valtteri Bottas what he would call a drink named in his honour. Blending vanilla, lemon and soda with Jim Beam Pineapple, the cocktail will give Australian fans a first taste of the brand’s newest flavour ahead of its April launch.
Chivas Regal stars at Casa Ferrari
Chivas Regal is celebrating a second year as Team Partner of Scuderia Ferrari HP in Melbourne by hosting a series of premium experiences during Australian motorsport’s most anticipated weekend.
Operating all weekend long, guests will be welcomed into the Mediterranean masseria-styled destination Casa Ferrari. The space will see Chivas Regal come to life through intimate whisky tastings within a cellar pouring Chivas Regal 18 and Chivas Regal 25 alongside the innovative new Chivas Regal Crystalgold.
Meanwhile, a dedicated bar is serving bespoke cocktails – including the Chivas Rosso Sour – blending Scottish and Italian flavours.