Ash Barty's Australian Open beer celebration is dobbed in to advertising watchdog

Ash Barty’s celebratory beer after her Australian Open triumph has been branded a PR stunt ‘glamorising alcohol’ and was dobbed in to the advertising watchdog.

The tennis champ joined Channel Nine commentators including Casey Dellacqua and Alicia Molik in chugging Coronas and Peroni on live TV after the historic win last month – but the celebration sparked fury with at least one fan.

The Alcohol Beverages Advertising Code (ABAC) investigated a complaint received from a concerned Aussie questioning if it was a paid promotion.

‘I think the segment glorified and glamorised alcohol and was very deceptive if it was indeed a paid promotion,’ the complainant submitted.

‘Why else are they doing it if it wasn’t a paid stunt? It’s poor when many children were up watching the final and Ash Barty is a role model for many girls too.’

According to the ABAC’s code, marketing must not ‘encourage irresponsible or offensive behaviour that is related to the consumption or presence of an Alcohol Beverage’. 

Carlton & United Breweries responded to the complaint and said there was no agreement between them and the Nine Network to promote their products during the tournament’s broadcast.

Peroni was the official beer of the Australian Open, the company added.

The tennis champ and Channel Nine commentators including Casey Dellacqua and Alicia Molik enjoyed a couple of Coronas and a Peroni after the victory last month – but what was a light-hearted celebration has not sat well with everyone

‘Carlton & United Breweries was not aware that our brands Peroni and Corona would be depicted in this or any other post-match interview,’ the beer giant said.

‘We were not contacted by Channel 9 with respect to any reference to our brands.’

‘Many Australians enjoy drinking beer responsibly, and we reject the notion that depicting panelists taking moderate sips of beer on television in any way constitutes irresponsible or offensive behaviour.’

They also acknowledged that Barty was clearly a ‘moderate and responsible consumer of alcohol’.

ABAC determined there was no marketing partnership between Nine and CUB in relation to the post match interview and the standards did therefore not apply.

The complaint was dismissed.

Barty’s post-match beverage also drew in the criticism of former Australian Idol host James Mathison who also accused the world No.1 and Nine of ‘glamorising’ and ‘glorifying’ booze.

Barty (pictured with her partner) took a celebratory sip of beer after her historic win. A complaint to the Alcohol Beverages Advertising Code (ABAC) questioned if it was a PR stunt

He copped severe backlash with one telling him to ‘crawl back into your hole’.

Mathison later told radio hosts Maz Compton and Danny Lakey people were angry at him because they don’t like anyone criticising Australia’s drinking culture.

‘I was watching this with my kids and then the only way that is culturally or societally accepted to celebrate is with booze?’ Mathison explained.

‘Part of the reaction has been surprising because people don’t want their relationship with booze ever questioned.

‘The tweet was more about that, putting her [Barty] in a situation where she had to participate [in drinking] or be ‘un-Australian’.’