AUSTRALIA. Bacardi Global Travel Retail has launched a multi-channel campaign for Grey Goose vodka.
The activation amplifies the brand’s official partnership with the Australian Open tennis championships (12 January-1 February) through a series of interactive touchpoints spanning both domestic and travel retail.
Grey Goose has returned as the Official Vodka Partner of the Australian Open for a second year. The campaign leverages the excitement around the sporting spectacle to drive brand awareness through occasion-led experiences.
At the heart of the campaign is the Grey Goose Lemon Ace cocktail. The signature serve blends Grey Goose Original vodka with passionfruit syrup and sparkling lemonade, finished with fresh mint and lemon zest.
With Melbourne Airport serving as the primary international gateway for the tournament, Grey Goose is bringing the energy of the Australian Open to the travel hub through a month-long activation in partnership with Lotte Duty Free.
At the retailer’s flagship departures store, Grey Goose is offering a complimentary cocktail experience at the Mix It Bar. Travellers can enjoy a Grey Goose Lemon Ace serve, sample the wider flavour range mixed with soda and discover the new ultra-premium expression Grey Goose Altius.
An interactive tennis-themed photo station adds an experiential element, encouraging passengers to capture a pro-player-inspired selfie. The activation features tennis-themed decor, including tennis balls and rackets with the floor depicting a tennis court.
The Grey Goose Lemon Ace cocktail is being served in Emirates First and Business Class lounges in Melbourne, Brisbane, Perth and Sydney airports, as well as onboard Emirates flights to Australian destinations.
In addition the Grey Goose Lemon Ace cocktail is served to fans at Melbourne’s Rod Laver Arena and at The Emirates AO Marquee. The latter is an invitation-only hospitality suite offering an exclusive tournament experience.
Grey Goose also partnered with Avolta to run a competition aimed at tennis fans worldwide. Hosted via the Club Avolta platform and accessible to members in selected locations globally, the contest offered participants the chance to win a premium semi-final experience at the Australian Open on 30 January.
The prize package included return flights to Melbourne, airport transfers and two nights’ hotel accommodation.
In 2025, the Australian Open marked its 120th anniversary, attracting 1.1 million on-site spectators and achieving a cumulative global reach of 1.9 billion, with 758 million hours viewed across broadcast and digital channels.
Bacardi Global Travel Retail says the sporting tournament provides a premium platform for Grey Goose to elevate its brand presence and cultural relevance with prestigious, celebratory occasions.
“The Australian Open is a landmark celebration on the global sporting calendar and an ideal match for Grey Goose,” commented Bacardi Global Travel Retail Marketing Director Darragh Ryan.
“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 programme to maximise visibility, trial and engagement across multiple touchpoints, bringing the vibrant world of Grey Goose to life for travellers in a culturally meaningful and unforgettable journey.” ✈
