Brands engaging with the Australian Open

18 January, 2019 by Andy Young

Melbourne Park is once again in the global spotlight with the 2019 Australian Open being shown around the world.

The first tennis grand slam tournament attracts people from all over the world and a number of well-known drinks brands are engaging with the tournament and those who have flocked to Melbourne.

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Treasury Wine Estates (TWE) is the official wine supplier this year and a range of premium Australian wines will be available through many of the restaurants and food outlets across Melbourne Park. In additions TWE has constructed The Vault, a St Hubert’s The Stage tasting room, which provides a full cellar door experience in the heart of the tournament precinct.

TWE’s Deputy Chief Marketing Officer, Angus Lilley, said: “We’re thrilled to share some of Australia’s most loved and renowned wines with visitors to the Australian Open this summer.

“It’s extremely exciting to showcase wines from across the portfolio including Penfolds, Wynns and Seppelt. Our onsite activation will be led by St Huberts The Stag, a range of wines which embody the very best of Victorian winemaking and continue to see strong growth and popularity in the market.”

Piper-Heidsieck is the official Champagne partner with the Australian Open operating a Champagne bar throughout the tournament.

La Maison Piper-Heidsieck will feature, the global debut of a digital activation titled ‘Piper’s Perfect Match’, described as “a tongue in cheek simulation allowing fans to discover their compatibility according to Champagne science”.

The range of Champagne available at outlets across Melbourne Park includes Cuvée Brut, Rosé, Sauvage, Vintage 2008 and the Rare 2002.

Diageo has also jumped on the coat tails of the popular event, opening a Pimm’s pop-up bar in Federation Square.

Open daily throughout the tournament the bar is serving up jugs of Pimm’s as well as pots of strawberries and cream.

And with Tennis Australia looking to grow its influence across Asia, the Open landed a significant partnership deal with leading Chinese Baijiu brand Luzhou Laojiao in the largest Chinese sponsorship deal in the history of the tournament.

As the first Chinese Baijiu brand to partner with a Grand Slam event, Luzhou Laojiao will further enhance the diversity of food and drink experience at the AO, as well as introduce the unique Chinese Baijiu culture and etiquette to fans around the world.

Luzhou Laojiao’s Board Chairman Mr Liu Miao said: “This partnership is undoubtedly another historic milestone in the internationalisation journey of Luzhou Laojiao.

“In the future, we will work closely together with the Australian Open in promoting the sport of tennis, establishing sports charity programs, and building a stronger consumer base to activate this comprehensive, multi-dimensional and long-term collaborative partnership, as well as to enhance our communications with our global consumers, and further expand the brand influence of Luzhou Laojiao in the world.”