Grey Goose announces multi-year partnership with the Australian Open

Bacardi-Martini Australia has announced a new collaborative partnership with Tennis Australia that will see Grey Goose become the official vodka partner of the Australian Open 2025.

Starting in January, Grey Goose will join other liquor partners including Campari's Aperol, Carlton & United Breweries' Peroni Nastro Azzuro and Somersby, and Suntory's Canadian Club as multi-year partners of the event.

The news marks a continuation of the brand's close association with tennis, having been a partner of the US Open since 2007.

Managing Director Luiz Schmidt said, “we are delighted to partner with the Australian Open, one of the world’s premier sporting events, which showcases talent and passion while creating memorable shared moments of excitement and celebration for all who attend. This partnership offers us the opportunity to connect with a diverse, global audience and showcase the craftsmanship and luxury that Grey Goose represents.”

The news follows on from ongoing recent investment in Grey Goose in Australia, including the launch of Le Martini, a world-first Grey Goose standalone bar, with a menu curated by the ‘King of Cocktails’ Dale DeGroff.

“Although there are cost of living pressures, I think consumers are still very open to brands delivering top-notch experiences,” Managing Director Luiz Schmidt told Drinks Trade.

“A good example of that was the recent partnership we had with Crown in Melbourne launching the first Grey Goose bar in the world: really focussing on the martini, having a clear calendar of activations in that venue, bringing a lot of influencers/a lot of key opinion leaders from Melbourne to that venue as well, [and] just really having great service/great options in terms of different martinis, and being progressive. Experiences like this I think are helping to keep the good momentum.”

As part of its new Australian Open partnership, Grey Goose will take over two exclusive courtside hospitality experiences. This includes transforming the Courtside Bar above the iconic Court 6 into the Grey Goose Rooftop at the Courtside Bar, a dedicated Grey Goose venue.

Additionally, Grey Goose will also feature prominently at the balcony bar within Club 1905, a new luxurious hospitality space named in honour of the event’s foundation year. Here, Grey Goose will serve its classic martini alongside signature serves of Grey Goose Altius, its new prestige vodka.

Drinks Trade asked Luiz Schmidt what role prestige releases such as Grey Goose Altius and Patrón Alto have for the company.

“Obviously the commercial part comes as a result of it, but it certainly helps to generate an even more premium halo effect for brands like Patrón,” he said.

“To your point, Patrón is a well-established tequila brand that is massive in the US - it's still the leading super premium tequila in that market. But obviously, as you become more popular, it has an impact in terms of the equity, so brands such as Patrón El Alto, which is just a prestige entry, it definitely would help us to elevate the credentials of all Patrón, and that luxury prestige halo effect will certainly support the branding into the future.”

This year, vodka was once again the number one performing category in Australia’s on-premise, with the CGA’s On Premise Measurement service finding it responsible for 32% by value and 34% by volume in the 12 months up to September. Despite this, the distribution landscape of the category is changing, with volumes dropping 3.2% in Australian bars and increasing 0.5% and 1.7% in pubs and restaurants

“Vodka’s versatility and resonance across different venues and populations makes it comfortably Australia’s top out-of-home spirit,” said Tom Graham, CGA by NIQ’s Senior Manager - Customer Success.

“However, in line with global trends, sales have been under significant pressure in 2024, and vodka is increasingly challenged by alternative drinks.”

In addition to the slight shift in vodka sales by venue type, CGA's analysis has also revealed that Queensland overtook New South Wales as the state with the greatest volume of vodka sold in on-premise channels. Queensland now has a 27% market share, a 3% increase year-on-year. By comparison, New South Wales and Victoria experienced volume decreases of 16% and 13% respectively over the past year.

"To protect sales and share, suppliers must precision-target the right outlets in the right locations and adapt to people’s changing needs," said Graham.

"Our OPM service provides the support they need to combat challenges and seize opportunities.”

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