MELBOURNE, AUSTRALIA—The Australian Open has become one of the biggest brand platforms in sports. As the most attended tennis event in the world, it has been transformed into a three-week festival in the style of Coachella. The 2026 Australian Open kicked off Jan. 18 and wraps up Feb. 1 in Melbourne Park in Melbourne, Victoria, Australia. Photo: Courtesy of the Australian OpenBesides the tennis action, organizers are also attracting music fans with AO Live. Photo: Courtesy of the Australian OpenAs the Official Vodka Partner of the Australian Open, Grey Goose served Lemon Ace cocktails, which made their tournament debut this year.