Heineken brings lager to the Yarra in new ‘beer and boat’ experience via Blobfish International

Blobfish International, Australia’s largest activation and sampling network, has partnered with Dutch brewing company, Heineken, to bring its world-class 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 premium lager with a surprisingly smooth taste, 99% 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 run throughout the F1 Melbourne in March next year to celebrate Heineken’s ongoing support of the popular racing event.

The partnership – a collaboration between Blobfish and Heineken, 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.

Blobfish International’s Founder, Nicolas Cann, said: “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.

“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.