Canadian Club celebrates a decade with the Australian Open

Canadian Club (CC confirms its return to Melbourne in 2024 as the Official Dark Spirits Partner of the Australian Open (AO) for the tenth year.

After a decade of a successful partnership and over 1 million CCs served, the brand’s commitment to the AO continues, with CC officially re-signing as the AO Exclusive Dark Spirits Partner until 2026.

From 14-28 January 2024, Canadian Club activations will mark the brand's largest footprint to date, blanketing key AO locations, including Grand Slam Oval (GSO), AO Hilltop at Birrarung Marr, the Western Courts, Rod Laver Arena, and John Cain Arena.

CC will celebrate its tenth year by hosting the AO Padel Court at the non-ticketed Canadian Club Racquet Club (CCRC) at Birrarung Marr. For the first time, non-AO ticket holders can gain access to the AO Padel Court.

CC guests can have a shot on the Padel Court and sit back on bean bags overlooking the big screen, listen to tunes and grab a refreshing CC & Dry, CC & Dry Zero Sugar or CC Soda & Lime.

On Grand Slam Oval (GSO), CC will activate its popular Canadian Club Cabana Bar, complete with a festival-style makeover, including palm trees and cacti.

Canadian Club pop-up bars will appear in Rod Laver Arena, John Cain Arena and the Western Courts Bar, serving CCs to punters.

CC will leverage the AO partnership across multiple touchpoints, including on-premise activations, retailer support and promotions, to drive impact and trial.

The Australian Open partnership reflects the vision of CC’s parent company, Beam Suntory, with sights set on 2025 and the formation of the multi-beverage ANZ partnership, Suntory Oceania, with Frucor Suntory.

Suntory Oceania is poised to emerge as the fourth-largest beverage player in Oceania, with a portfolio of more than 40 market-leading brands.

The construction of a $400 million, net zero Queensland manufacturing and distribution facility opening in mid-2024 is the catalyst for Suntory’s growth ambitions and will be home to popular RTD drinks, including Canadian Club & Dry.

“As we toast Canadian Club's remarkable tenth year as a proud sponsor of the Australian Open, we reflect on a decade of shared excitement, passion, and memorable moments,” said Beam Suntory Chief Marketing Officer Trent Chapman.

“We're thrilled to commemorate our tenth year of partnership with our largest-ever activation, aiming to elevate the fan experience to new heights. Our enduring partnership with the AO underscores our commitment to creating unforgettable experiences for Australians, and we look forward to continuing this thrilling journey, serving up aces and crafting lasting memories on and off the court until 2026.”