Peroni signed as Official Beer of the Australian Open

January 8, 2021
By Ioni Doherty

The Peroni Aperitivo Bar will bring true Italian style hospitality to the Australian Open with the beer signing as the Official Beer of the tournament starting this year.

Located in the Rod Laver Arena zone, the Peroni Aperitivo Bar is bound to become a fan favourite when the tournament kicks off on Monday, 8 February.

The innovative space draws inspiration from classic Italian architecture with a crisp blue and white palette creating a Mediterranean courtside oasis. The contemporary design has been developed with luxury in mind and includes various areas to pause and play, with spacious seating pods and a fan-friendly virtual ordering system. The iconic Peroni blue ribbon is reflected in the shape of the bar, the furniture and a series of striking bespoke “blue ribbon seating areas”.

“It’s always exciting welcoming new brands to the Australian Open family and we look forward to working with Peroni to deliver a range of premium experiences for our fans across the tournament,” Chief Revenue and Experiential Officer Ben Slack said.

“Our focus is to create amazing and memorable moments for our fans and guests at the AO, a vision shared by Peroni, and we look forward to seeing the partnership grow.”

In addition to activating the partnership on site at the Australian Open, there will be other activations across Melbourne and around Australia. The partnership also includes pouring rights at restaurants, bars and food outlets across the Australian Open Melbourne Park precinct.

“Peroni is synonymous with true style and is naturally at home at any premium occasion. Through our Australian Open partnership, we aim to elevate the tennis hospitality offering and bring new experiences to the fans at the AO, at their favourite local venues and also at home,” CUB Marketing General Manger Brian Phan said.

Peroni is the latest high-profile brand to join the Australian Open family.

Australian Open 2021, supported by major partner Kia Motors in association with Emirates, Luzhou Laojiao and Rolex, will take place at Melbourne Park from 8-21 February. Visit for more information.

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