The Australian Open begins today in Melbourne, starting with the Women’s and Men’s Singles. Picked for the win are favourites Novak Djokovic and Serena Williams, who are expected to take home their respective titles at the finals on Saturday 30 January (Women’s Final) and Sunday 31 January (Men’s Final).

As millions prepare to watch Australia’s most awaited tennis series, partners of The Australian Open 2016 and drinks brands are also getting ready to join in with celebrations over the next two weeks on the sideline and with on-premise venues across the country.

Here’s what trade can expect from this year’s season.

Heineken at The Australian Open

Heineken is celebrating 20 years in partnership with The Australian Open this year with activations taking place across Melbourne.

The beer brand is providing 20 Melbourne-based bars with Heineken theming and special activities, as well as touring the city with its flagship event, Heineken Saturday. Running until the end of the month, consumers are invited to dress up as their favourite tennis star, while Heineken will be putting on a line up of entertainment, including Hot Dub Time Machine, and counting down the best music from the past two decades.

Heineken will also be bringing back the Heineken Live Stage to The Australian Open, which will feature a different act each day of the tournament, as well as the Heineken Beer Garden, which is located at the Grand Slam Oval this year.

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Jacob’s Creek Made by Moments

Sharing the spirit of The Australian Open nationwide, major sponsor Jacob’s Creek will be releasing new TVCs featuring Novak Djokovic as part of its Made by Moments campaign again this year.

First released to showcase the people, places and passions that go into Jacob’s Creek wine, the partnership with Djokovic has seen the campaign go on to explore what made him the tennis champion he is today.

This year the ads will feature 13 short videos showing Djokovic being asked questions about his ultimate barbecue and where he went on his first date.


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Canadian Club Racquet Club

The Canadian Club Racquet Club will be a major feature at the inaugural Australian Open Festival at Birrarung Marr, Melbourne. The retro tennis-inspired pop-up bar will be a social hub during the Grand Slam, providing big screens and live music from 10am each day.

Those with an eye for star-spotting should keep a look out for Canadian Club Racquet Club ambassador Eugenie Bouchard. Canada’s rising tennis star will make an appearance at the Racquet Club during the event to enjoy the laid back summer vibes and a hit of totem tennis.

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Club Aperol at The Winery

The Winery in Sydney will become the destination for drinkers looking to be transported courtside this month as Club Aperol takes over.

Between now and the end of January, Sydneysiders will be able to watch all the latest action from The Australian Open from the 70 inch flat screen TV that takes centre stage at Club Aperol, while staff serve up Aperol Spritz and a range of other Italian inspired delights from the Aperitivo Menu that will be running 3pm-7pm.

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