Grey Goose celebrates its partnership with the Australian Open tennis championships (January 12 – February 1, 2026) with an exclusive cocktail for travellers at Melbourne Airport.
The strategy seamlessly connects the domestic market with travel retail, bringing the energy and excitement of the Open to international travellers through exceptional experiences along their journey, including significant campaign activity in the Lotte Duty Free stores at Melbourne Airport.
One of the world’s most prestigious sporting events, the Australian Open provides a premium platform for GREY GOOSE to elevate its brand presence and cultural relevance with prestigious, celebratory occasions. Returning as the Official Vodka Partner for the second year, GREY GOOSE is enhancing the court-side fan experience at the Rod Laver Arena with its signature GREY GOOSE LEMON ACE cocktail—a vibrant blend of GREY GOOSE original vodka, passionfruit syrup, and sparkling lemonade, garnished with fresh mint and lemon zest. During the tournament, GREY GOOSE cocktails are also available to guests at The Emirates AO Marquee, an exclusive invitation-only hospitality suite.
With Melbourne Airport serving as the primary international gateway for the tournament, an extensive GREY GOOSE campaign is running throughout January, engaging travellers at key touchpoints to maximize the strategic visibility of the brand and to create a celebration of luxury and sport. Highlights include:
Strategic Visibility at Melbourne Airport with Lotte Duty Free and Emirates
Lotte Duty Free Stores: During the Australian Open, travellers can elevate their journey with a visit to Lotte Duty Free’s flagship Departures store. Here, they can savor a complimentary GREY GOOSE LEMON ACE cocktail at the Mix It Bar, sample the premium GREY GOOSE flavor range expertly mixed with soda, and discover the new ultra-premium GREY GOOSE ALTIUS®. Adding to the experience, an interactive photo station with tennis-themed props invites them to capture a fun, pro-player inspired selfie moment.
Engaging VIP passengers with Emirates
The GREY GOOSE LEMON ACE cocktail is served in Emirates First and Business Class lounges in Melbourne, Brisbane, Perth and Sydney airports, as well as on Emirates flights to Australian destinations.
GREY GOOSE further extended the campaign reach with a tennis fan’s dream competition, in collaboration with Avolta. Hosted on the company’s Club Avolta platform and accessible to Club Avolta members in selected Avolta locations worldwide, the contest offered the chance to win premium semi-final tickets to the Australian Open on 30 January. The prize package included round-trip flights to Melbourne, airport transfers and two nights’ hotel accommodation.
Darragh Ryan, Marketing Director at Bacardi Global Travel Retail, emphasized the strategic importance of the partnership: “The Australian Open is a landmark celebration on the global sporting calendar and an ideal match for GREY GOOSE. With its international reach, prestigious credentials and unmatched ability to captivate audiences during Australia’s peak travel season, this is a powerful platform for us and our travel retail and airline partners. This year, we’re thrilled to elevate the experience even further, expanding our program to maximize visibility, trial and engagement across multiple touchpoints, bringing the vibrant world of GREY GOOSE to life for travelers in a culturally meaningful and unforgettable journey.”
The Australian Open’s global reach underscores its value as a multi-media marketing platform. In 2025, the tournament celebrated its 120th anniversary, attracting 1.1 million on-site fans and delivering a cumulative global reach of 1.9 billion, with 758 million hours viewed across broadcast and digital platforms. This year’s campaign aligns with Australia’s peak travel season, ensuring maximum visibility for GREY GOOSE from take-off to touchdown and beyond.
