Heineken Launches “Beer & Boat” Experience in Australia

BoatBlurb Contributor
Oct 8
2 min read

You can now drink a Heineken and go boating in Australia, but not in the way you think.

Heineken has teamed up with marketing agency Blobfish International to bring a “Beer & Boat” experience to Melbourne’s iconic Yarra River.

Participants can get a ride in a Heineken-branded electric boat operated in partnership with local company called On A Boat, giving them a unique way to explore the scenic river while enjoying a curated drink sampling.

Riders are offered Heineken Silver — a smooth lager billed as 99% carb-free and containing only 88 calories per serving with 4% alcohol. Those who captain a boat are offered Heineken 0.0, a non-alcoholic lager in support of the zero tolerance policy for drinking and driving.

“We are thrilled to partner with Heineken on this unique activation, which will have high visibility and brand awareness across several months," said Blobfish International’s founder, Nicolas Cann.

"Sipping on a Heineken Silver while taking in the city skyline from the river and heading to one of the various sporting events on offer across Melbourne in the coming months — it’s a bucket list activity for any sporting fan.”

The event launched during Melbourne’s peak sporting season and will coincides with several marquee events including the AFL Grand Final in football, the Melbourne Cup horse race, Australian Open tennis tournament, and the Ashes Test cricket matches. It’s set to continue through to March 2026 with its grand finale during the Australian Grand Prix F1 Race from March 5th-8th.

Cann describes the floating experience as not just fun for tourists and boaters alike, but also a unique way to experience the vibrant riverway for sports fans, emphasizing the campaign’s potential for high visibility, social media engagement, and brand awareness.

“The Yarra River boating experience is one of our favourite activations — we’re looking forward to seeing selfies, TikToks and Instagram Lives of that unmistakable Heineken green as it rolls across the Yarra," added Cann.

The campaign is part of Blobfish’s larger strategy on the Yarra River, which has brought increased attention to Melbourne's various activities by catering unique experiences towards the city’s tourist traffic and sports fans.

The Heineken "Beer & Boat" experience will run through until March 2026.

Those looking to book their experience can do so right from the On The Boat booking page.