A dedicated Grey Goose campaign is live at Melbourne Airport.

Bacardi Global Travel Retail has kicked off 2026 with a high-profile, multi-channel campaign for Grey Goose Vodka, leveraging the brand’s official partnership with the Australian Open to connect domestic activation with travel retail at scale.

Running throughout January during the Australian Open (12 January – 1 February 2026), the campaign brings the energy of one of the world’s most prestigious sporting events directly into the airport journey, with Melbourne Airport playing a central role as the tournament’s primary international gateway.

Returning for a second year as Official Vodka Partner, Grey Goose has been highly visible courtside at Rod Laver Arena, where fans have been served the signature Grey Goose Lemon Ace cocktail – a mix of Grey Goose Original Vodka, passionfruit syrup and sparkling lemonade, finished with mint and lemon zest. The cocktail is also available at The Emirates AO Marquee, the tournament’s invitation-only hospitality suite.

That experience is mirrored across travel retail and aviation touchpoints. At Melbourne Airport, a dedicated Grey Goose campaign is live in Lotte Duty Free’s flagship departures store, where travellers can enjoy a complimentary Lemon Ace cocktail at the Mix It Bar, sample the full Grey Goose flavour range with soda, and discover the ultra-premium Grey Goose Altius. An interactive tennis-themed photo station adds a playful, social-media-ready moment to the activation.

The partnership extends beyond the terminal into the air, with the Grey Goose Lemon Ace cocktail served in Emirates First and Business Class lounges in Melbourne, Brisbane, Perth and Sydney, as well as onboard Emirates flights to Australian destinations.

To broaden global reach, Grey Goose has also partnered with Avolta on a consumer competition hosted via the Club Avolta platform. Open to members in selected Avolta locations worldwide, the campaign offered tennis fans the chance to win semi-final tickets to the Australian Open on 30 January, including flights, transfers and hotel accommodation.

“The Australian Open is a landmark celebration on the global sporting calendar and an ideal match for Grey Goose,” said Darragh Ryan, Marketing Director, Bacardi Global Travel Retail. “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.

Darragh Ryan, Marketing Director, Bacardi Global Travel Retail.

“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.”

The scale of the Australian Open underlines its value as a global marketing platform. In 2025, the tournament marked its 120th anniversary, welcoming 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 channels.

By aligning the partnership with Australia’s peak travel season and activating seamlessly across airport retail, lounges, inflight service and digital engagement, Grey Goose continues to demonstrate how sport-led storytelling can translate into meaningful visibility and engagement within the travel retail channel.

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