Piper-Heidsieck has confirmed that it will extend its partnership with the Australian Open for at least three more years. This will see the House return as the Official Champagne Partner of the tournament up until at least 2027, extending on an already six-year partnership.
The news signifies Piper-Heidsieck’s ongoing commitment to its largest export market along with a reflection of the value of the AO partnership. During the Australian Open 2024, more than 52,000 flutes of Piper-Heidsieck were served, over double the 25,000 served in 2023.
“We are delighted to bring the bold spirit of Piper-Heidsieck back to the Australian Open and continue to offer tennis fans not only a taste of our champagne, but a refined experience they will remember forever,” said Damien Lafaurie, Piper-Heidsieck’s CEO and Chairman.
At the upcoming event, the Piper-Heidsieck Champagne Bar will once again return to the Rod Laver Arena Terrace, and the Piper-Heidsieck Champagne Kiosk to Garden Square. Additionally, the Piper-Heidsieck Dressing Room will be available to all on-court guests.
Piper-Heidsieck - which is distributed in Australia by Oatley Fine Wine Merchants - has also announced a new ambassadorial line-up for the AO25, which includes Australian and Canadian tennis stars Thanasi Kokkinakis and Ayan Broomfield.
“The partnership with Piper-Heidsieck feels natural to me. They’re about doing things differently and celebrating boldness," said Kokkinakis.
"I don’t think anyone could argue that fits my personality both on and off the court... Hopefully by the end of the tournament there will be a moment to celebrate with family and friends and toast with a glass of Piper-Heidsieck."
The announcement follows on from Bacardi-Martini announcing Grey Goose as the Official Vodka Partner of the Australian Open 2025. Since then, it has unveiled further details around its AO signature serve, the Grey Goose Lemon Ace.
A citrus-forward drink, Lemon Ace blends Grey Goose original vodka, passionfruit syrup, and sparkling lemonade, poured over ice and garnished with a lemon ball and fresh mint.
Grey Goose and Piper-Heidsieck are joined by other Australian Open muti-year liquor partners such as Aperol, Peroni Nastro Azzuro, Somersby, and Canadian Club.
Spokespeople for Tennis Australia expressed their excitement to partner with Grey Goose and Piper-Heidsieck for the Australian Open 2025.
"From the vibrant energy at the Piper-Heidsieck bar to the celebratory toasts in our champions’ post-victory press conferences, Piper-Heidsieck has become a symbol of the fun and excitement that defines the Australian Open," said Craig Tiley, CEO.
"We’re thrilled to continue this partnership, ensuring the Piper-Heidsieck will flow at AO 2025 and beyond."
Cedric Cornelis, Chief Commercial Officer, added: “Grey Goose, like the Australian Open, is renowned for delivering unforgettable experiences, making the partnership a natural fit. We’re excited for fans to enjoy this globally renowned tournament while savouring iconic Grey Goose cocktails this summer–and for many years to come.”
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