World-renowned beer Peroni has been named as the Official Beer Partner of the upcoming Australian Open, 2021. Peroni will appear on the roster instead of the upmarket Stella Artois brand.
As part of the deal, a custom-designed Peroni Aperitivo Bar will be present at the Rod Laver Arena zone of the tournament, and at venues across Melbourne and Australia. Peroni will also recievepouring rights at restaurants, bars, and food outlets across the entire Melbourne Park precinct.
Talking about this high-profile brand joining the Australian Open family, Tennis Australia chief revenue and experiential officer Ben Slack said, “It’s always exciting welcoming new brands to the Australian Open family and we look forward to working with Peroni to deliver a range of premium experiences for our fans across the tournament.Our focus is to create amazing and memorable moments for our fans and guests at the AO, a vision shared by Peroni, and we look forward to seeing the partnership grow.”
Furthermore, a custom-designed Peroni Aperitivo Bar will showcase true Italian style hospitality to the AO. Located within the Rod Laver Arena zone, this innovative space draws inspiration from classic Italian architecture and creates a Mediterranean courtside oasis with a crisp blue and white palette. The contemporary and luxurious design includes various areas to pause and play with the help of vast seating pods and a fan-friendly virtual ordering system. The iconic Peroni blue ribbon is displayed in the shape of the bar, the furniture, and the blue-ribbon seating areas.
Carlton & United Breweries (CUB) Marketing General Manger Brian Phan said, “Peroni is synonymous with true style and is naturally at home at any premium occasion. Through our Australian Open partnership, we aim to elevate the tennis hospitality offering and bring new experiences to the fans at the AO, at their favourite local venues and also at home.”
This deal comes as the Australian Open organisers continue to adapt to the changing COVID-19 landscape in Melbourne and around the world. The recent positive test result recorded at the MCG Boxing Day Test also raises questions about the safety of the Australian Open, which is scheduled to begin on February 8.