Big names and brands celebrate the return of the Melbourne Grand Prix

April 6, 2022
By Ioni Doherty

The Grand Prix returns to Melbourne this weekend after two years of shut down. Ticket sales are up by 25 per cent when compared to 2020 when organisers made the difficult decision to shut the race down, with racegoers already queueing at the gates for entry.

Two years on and the appetite for the event is unprecedented. CEO Andrew Westacott told ABC Radio National that expectations are for a crowd turn out of 125K on both the Saturday and Sunday of the race meet and that ticket sales among women are up by 40 per cent, which he attributed in part to the rise in popularity to the Drive To Survive series and a lot of binge watching television these past two years.

Heineken

The Dutch brewing company is the title partner of the event, as it is in the Netherlands, Mexico and Brazil.

A global partner of Formula 1 since 2016, Heineken says that its partnership reinforces its commitment to responsible alcohol consumption in an innovative and compelling way.

In addition to fan activations, Heineken will use the race to promote their ‘When You Drive Never Drink’ campaign, with Heineken 0.0 trackside branding visible across the circuit.

The Formula 1 Heineken Australian Grand Prix 2022 will be more than just a race, and visitors can expect a unique and immersive cultural experience as the brand celebrates the return of the Grand Prix to Melbourne’s Albert Park.

Mr Westacott said, “We’re thrilled that Heineken is the Title Partner of the Formula 1 Heineken Australian Grand Prix in 2022. Heineken is synonymous with F1, and this collaboration will create some exciting opportunities at this year’s event– fans are in for a real treat.”

Peroni Libera 0.0%

Peroni Libera 0.0% will celebrate its global partnership with the Aston Martin F1 Team with a series of exciting on and off-track activations leading up to and across the four race days.

The Aston Martin F1™ Team includes 4-time world champion and F1™ veteran Sebastian Vettel, multiple time podium finisher Lance Stroll, and impressive reserve driver Nico Hulkenberg. All team members exemplify the brands’ ‘Live Every Moment’ mantra and are excited to be back at the iconic Albert Park in Australia.

Supermodel Shanina Shaik, will be a special guest at Peroni’s Friday night launch party at Melbourne Italian establishment Di Stasio Citta along with Aston Martin F1 Team Ambassador and James Bond stunt driver, Jessica Hawkins. Guests will be treated to an intimate performance by the emerging stars of the Australian indie-pop scene, Cub Sport. The black tie cocktail party will celebrate Peroni Libera 0.0%’s partnership with the Aston Martin F1.

The Commons Collective is throwing its doors open to the public and has transformed its outdoor space into an immersive Italian-inspired bar where ice cold Peroni Libera 0.0%’s and a speciality Aperitivo menu will be served.

There will be DJ sets, wartch the race lice and the the Aston Martin F1 team replica race car, has been transported from the home of AMF1 in Silverstone, England and installed on site.

Daniel Ricciardo puts his stamp on fine wine

Australian Formula 1 superstar Daniel Ricciardo and St Hugo have collaborated for the second year in fine wine production, releasing a 2018 Coonawarra Cabernet Sauvignon and a 2020 South Australia Shiraz under the DR3 x St Hugo label.

Under the direction of St Hugo’s Chief Winemaker Peter Munro, Ricciardo’s influence on the winemaking production has stepped up a level in year two of the collaboration as his journey into winemaking advances.

Mr Ricciardo had an active hands-on blending and tasting role throughout the winemaking process and the result is two modern, expressive wines that are a contemporary interpretation of St Hugo’s heritage winemaking.

“There’s a lot that goes into making these wines, and the second vintage is no different. This second release has more of a personal touch as I’ve continued to learn more about wine and become more conscious of what I like. I love full flavour that feels like a mouth explosion, but I also didn’t want anything too sharp or intense and the resulting wines have just the right impact of how I want people to experience them,” said Mr Ricciardo.

Less traditional than St Hugo wines in structure, DR3 x St Hugo are elegantly expressive in their youth, fruit-driven and floral. In alignment with this philosophy, the majority of grapes for the Shiraz were sourced from cooler regions of South Australia; wine derives its character from where it’s grown and who crafts it, and the collection is a clear example of this.

“Daniel’s creativity and consideration in understanding the nuances of blending was impressive and inspiring. He really invested time and energy into the process. He has excellent intuition when it comes to flavour and a personal preference for elegant components,” said Mr Munro.

DR3 x St Hugo is available from www.sthugo.com/dr3 and at Sydney and Melbourne Travel Retail.

Idle Hour Vodka

Over the weekend, Idle Hour will be the pouring vodka at public bars and in the corporate boxes along with its premium RTD, Idle Hour Vodka and Soda made with the award-winning Australian rye vodka. A list of exclusive cocktails created by Melbourne’s leading bartenders will also be on offer at its own Idle Hour bar in the event’s culture district, M-Lane.

If you’re watching from the track, you can find Idle Hour Vodka and our premixed vodka + soda range being served at all the public bars and when you need to take a break from it all, you can waste time well with a few delicious cocktails at the Idle Hour bar in M Lane,” said Founder, Ewen Petit.

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