With Melbourne Park getting ready to host the Australian Open finals this weekend, the event’s drinks partners will be looking to capitalise on the ultimate opportunity to promote their products in front of one of Australia’s biggest crowds. It also presents a chance for both on- and off-premise liquor ventures to shine a spotlight on the included labels… and there’s a lot of them.
8 of the 29 partners, or about 27.5% are drinks brands. The list includes Aperol, Canadian Club, Penfolds, Peroni Nastro Azzzuro, Piper Heidsieck, Somersby, Squealing Pig, and Tanqueray.
Renewing their ongoing partnership, Asahi Beverages have announced a new multi-year deal to feature Peroni Nastro Azzuro and Somersby as the Official Beer & Cider Partners of the Australian Open. The 2024 tournament already marks Peroni’s fourth consecutive year as the AO’s Offical Beer Partner and has been used as an opportunity to kickstart the launch of the new Peroni Nastro Azzuro Stile Capri, a 4.2% abv Mediterranean styled lager dosed with a subtle spritz of Italian lemon and with lowered bitterness.
Fans making their way to Melbourne Park this weekend can sample the new beer at the ‘Peroni Capri Beach Club,’ a pop up bar with a Capri Island oasis vibe. Open 10am until late, it is the only place on Grand Slam Oval offering live music and beer on-tap.
“We’re delighted to welcome Asahi’s iconic brands back to the Australian Open and to bring the partnership to life for fans with unique on-site activations,” said Cedric Cornelis, Tennis Australia’s Chief Commercial Officer.
Also bringing the Italian flavour down under is Aperol, who have returned as the Official Partner of Tennis Australia for the coming four years. This partnership started with the United Cup at the end of last year, followed by the Brisbane International, Adelaide International, Hobart International, and now culminating in the current Australian Open.
“The Australian Open is the biggest event in the Australian summer calendar, and with Aperol Spritz being the drink of the summer, this is the perfect partnership,” said Campari Group Managing Director Simon Durrant.
“Boasting one of the biggest sporting crowds in the nation, we’re excited to spread the Aperol joy across a terrific summer of tennis.”
Also noteworthy is the 10 year anniversary of Canadian Club at the AO, a partnership that has helped them serve up more than one million CCs. Canadian Club has committed to extending its partnership with the Australian Open until 2026.
The 2023 Australian Open saw 839,192 fans flock to Melbourne Park across its two weeks, with millions more streaming in from home and via public screenings. With the latest available AuStadiums Data recording 699,388 attendees up to Tuesday the 23rd, it appears 2024 is well on track to breaking records for a second year running.