Piper-Heidsieck to return as official Champagne of the Australian Open in 2025

Piper-Heidsieck is returning as the official Champagne of the Australian Open next year.

The announcement:

With anticipation building for the Australian Open 2025 (AO25), Piper-Heidsieck is delighted to announce it has re-signed as the official Champagne of the tournament. After six successful years in partnership, the new deal spans another three summers and ensures Piper-Heidsieck will remain an AO favourite until at least 2027.

In celebrating the Champagne house’s close bond with Australian tennis lovers and ongoing investment in Australia – the House’s largest export market – the Piper-Heidsieck Champagne Bar will return to its iconic location on Rod Laver Arena Terrace. The Piper-Heidsieck Champagne Kiosk can be found at Garden Square, while the Piper-Heidsieck Dressing Room is available for on-court guests. Piper-Heidsieck will also be integrated into the coveted members-only venue, Club 1905.

This summer the iconic Champagne house will ‘Twist the Script’, bringing to life how Piper-Heidsieck has been doing things differently and defying convention over the course of its history. ‘Twisting the Script’, the house’s new brand campaign which launched in September, reimagines tradition with bold, innovative flair.

This has been embedded in Piper-Heidsieck’s DNA for decades and remains a driving force behind the House’s approach to winemaking today. From the appointment of a 31-year-old Chef de Caves, Émilien Boutillat, in 2018; to becoming the first Champagne house to achieve B Corp status, Piper-Heidsieck is not afraid of blazing its own trail.

Piper-Heidsieck’s ambassador line-up for the AO25 includes Aussie tennis star Thanasi Kokkinakis, and Canadian tennis personality, Ayan Broomfield.

For Kokkinakis, the AO25 will mark 10 years since he burst onto the tennis scene as a teenager. He’s since overcome injury adversity to become a Grand Slam champion – having captured the hearts and minds of Australians in his incredible doubles run with Nick Kyrgios in 2022.

Thanasi’s cheeky personality, which continues to shine through on and off the court, makes him the perfect partner to ‘twist the script’ this summer.

Ayan, meanwhile, has been a regular on the tennis scene, firstly as a player and now as an emerging star of fashion, business and charity – with her foundation working tirelessly to provide tennis equipment for underprivileged youth.

Ayan will bring a touch of style and glamour to the Piper-Heidsieck Champagne Bar and the AO, itself. Piper-Heidsieck’s partnership renewal follows a record-breaking AO24, both in terms of fans through the gates at Melbourne Park and champagne sales.

In total, 52,000 flutes of Piper-Heidsieck were poured at the AO24, more than doubling the previous mark of 25,000 flutes at AO23.

“We are delighted to bring the bold spirit of Piper-Heidsieck back to the Australian Open and continue to offer tennis fans not only a taste of our champagne, but a refined experience they will remember forever,” said Damien Lafaurie, chairman and CEO of Piper-Heidsieck.

Those sentiments were echoed by Tennis Australia CEO Craig Tiley.

“From the vibrant energy at the Piper-Heidsieck bar to the celebratory toasts in our champions’ post-victory press conferences, Piper-Heidsieck has become a symbol of the fun and excitement that defines the Australian Open,” said Craig Tiley.

“We’re thrilled to continue this partnership, ensuring the Piper-Heidsieck will flow at AO 2025 and beyond.”

Piper-Heidsieck ambassador Thanasi Kokkinakis is embracing the challenge of another AO campaign.

“The partnership with Piper-Heidsieck feels natural to me. They’re about doing things differently and celebrating boldness… I don’t think anyone could argue that fits my personality both on and off the court,” says Kokkinakis.

“It’s hard to believe it has been 10 years since I made my debut here. Hopefully by the end of the tournament there will be a moment to celebrate with family and friends and toast with a glass of Piper-Heidsieck!”

The Piper-Heidsieck Champagne Bar and the Piper-Heidsieck Champagne Kiosk will be unveiled formally in January.

Source: Romano Beck

Got a tip?

topics Australian Open Australian Open 2025 Craig Tiley Damien Lafaurie Piper-Hiedsieck Thanasi Kokkinakis

Share Tweet Share