Australian activation and sampling network Blobfish International has partnered with Heineken to bring its lager to the Yarra River for a unique boating experience.
Blobfish has brought together beer and boats for the warmer months, allowing Melbourne locals and visitors to zip along the Yarra River in a Heineken-branded electric boat.
Blobfish has partnered with long-time collaborator and Melbourne boat company, On A Boat, for the branded activation, decking out the fleet in Heineken’s distinctive green branding and red star logo for an eye-catching and stylish way to travel around the city.
Passengers who attend the boating experience will be treated to a sample of Heineken Silver, a smooth lager that is 99 per cent carb-free and only 88 calories per serve. Those opting to drive the boat will be offered Heineken 0.0, because when you drive, never drink.
The unique activation, which is now live on the Yarra River, coincides with some of Melbourne’s biggest sporting events, including at the AFL Grand Final, the Melbourne Cup carnival, the Ashes Test at the MCG and the Australian Open.
It will also run throughout the F1 Melbourne in March next year to celebrate Heineken’s ongoing support of the popular racing event.
The partnership leverages Heineken’s position as the beer of choice for quality socialising, with the one-of-a-kind activation designed to engage and entertain locals and tourists throughout the sporting season.
The activation is the latest in a series of large-scale experiential campaigns delivered on the Yarra River by Blobfish, taking advantage of its prime position during peak Melbourne tourist season.
“We are thrilled to partner with Heineken on this unique activation, which will have high visibility and brand awareness across several months. 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,” said Blobfish International’s founder, Nicolas Cann.
“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.”
The Heineken boats activation will run in Melbourne until March 2026.
