The link between sport and the marketing of premium alcohol brands has never been closer - as evidenced by the recent Australian Open tennis tournament.
Now Penfolds has partnered with the Australian Formula One Grand Prix, joining the spectacle as an Event Supporter.
Across the four days at Albert Park Grand Prix Circuit in Melbourne in March, a selection of Penfolds wines will be served in premium hospitality venues, including in the American Express Lounge.
Guests will also enjoy a curated Penfolds restaurant pairing and an elevated VIP Grange experience designed to celebrate Penfolds' most renowned wine.
The partnership arrives at a milestone moment for the brand, as Penfolds celebrates 75 years of Grange in 2026.
“The Formula 1 Australian Grand Prix offers an extraordinary platform to share our wines, celebrate 75 years of Grange, and mark moments with wine lovers and F1 fans in Australia and those visiting from around the globe,” says Penfolds Chief Marketing Office Kristy Keyte.
As part of the partnership, the “Penfolds Grange Experience” will be offered to American Express Lounge ticket holders. Hosted by a Penfolds ambassador, the guided tasting will showcase the heritage, craftsmanship, and lasting impression of Penfolds' most iconic wine.
Australian Grand Prix Corporation Chief Commercial Officer Emma Pinwill said: “Penfolds will help us deliver a world‑class hospitality experience by showcasing their exceptional wines at the Formula 1 Qatar Airways Australian Grand Prix 2026.
"Sharing our vision to create unforgettable moments, Penfolds presence will contribute to an elevated and memorable experience for guests.”
For more info see Australian Grand Prix 2026 - F1 Race.
Image: Alex Coppel
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