Australian Golf has announced a groundbreaking partnership with Liquorland, one of the country’s leading drinks specialists, ahead of the prestigious 2024 ISPS HANDA Australian Open in Melbourne. The collaboration, which extends over three years, positions Liquorland as a major partner of Golf Australia and its flagship tournament. Highlighting the partnership is the launch of the Liquorland Lounge, a premier fan experience zone that combines the best of golf, premium beverages, and upscale dining. This partnership underscores the synergy between sport and social engagement, promising a vibrant and memorable experience for fans and players alike.

The Liquorland Lounge: A Premium Fan Experience

An Iconic Location at Kingston Heath Golf Club:

The Liquorland Lounge will debut as part of The 19th fan experience zone during the ISPS HANDA Australian Open, running from November 28 to December 1.
Positioned strategically overlooking the 10th tee and fairway, the lounge offers unparalleled views and an immersive atmosphere.
A Blend of Elegance and Entertainment:

Guests can indulge in official tournament beverages, including award-winning James Busby wines and Canard-Duchêne Champagne from France’s Champagne region.
The experience is elevated with daily highlights, such as the Canard-Duchêne sabrage ceremony by Chef de Cave Laurent Fédou and freshly shucked oysters from Flinders Oysters, complemented by a Champagne mignonette.

Beyond the Australian Open: A Broader Commitment

Support Across Multiple Tournaments:

Liquorland’s involvement extends to other major Australian golf events, including:
BMW Australian PGA Championship at Royal Queensland.
Australian WPGA Championship at Sanctuary Cove.
Challenger PGA Tour of Australasia.
A Long-Term Vision:

With a three-year commitment, Liquorland solidifies its role in promoting golf across both professional and amateur platforms in Australia.
This partnership is expected to strengthen the sport’s reach, fostering greater engagement among fans and players.

Leadership Perspectives on the Partnership

Michael McDonald, Chief Commercial Officer for PGA of Australia and Golf Australia:

McDonald emphasized the strategic alignment between Liquorland and Australian Golf:
"We are thrilled to welcome Liquorland as part of the Australian Golf family as the sport continues to grow across all levels."
He highlighted the Liquorland Lounge activation as a key feature in enhancing the fan experience during the Summer of Golf.
Michael Courtney, CEO of Coles Liquor:

Courtney celebrated the partnership as a marriage of premium beverages and sporting excellence:
"Golf resonates deeply for its social connection, and this partnership offers an opportunity to pair our finest drinks with the celebration of elite sportsmanship."
He expressed excitement about the Liquorland Lounge, noting the fusion of fine dining, premium drinks, and world-class golf.

Elevating the Summer of Golf

Enhancing Fan Engagement:

Liquorland’s partnership is set to redefine the spectator experience, bringing a touch of luxury to golf events across Australia.
The innovative Liquorland Lounge serves as a model for future collaborations between sports and lifestyle brands.
Supporting the Growth of Golf:

The partnership aligns with Golf Australia’s mission to enhance both professional and amateur aspects of the game.
By combining world-class golfing events with premium hospitality, the initiative is poised to attract a broader audience and boost the sport’s visibility.