Blobfish International has partnered with Heineken to introduce Heineken-branded electric boats on Melbourne's Yarra River.

The activation is strategically timed to align with major sporting events in the city, including the AFL Grand Final, Melbourne Cup carnival, the Ashes Test at the Melbourne Cricket Ground (MCG), and the Australian Open. The initiative is set to run until March 2026, encompassing the Formula 1 Melbourne event.

Passengers aboard these boats will have the opportunity to sample Heineken Silver, a premium lager that is marketed as being 99% carb-free and containing 88 calories per serve. For those designated as drivers, Heineken 0.0, a non-alcoholic beer, will be available.

Blobfish International, established in 2015, is recognised as Australia's largest activation and sampling network. The company collaborates with various tech and service companies, including Uber, Ola, Didi, Uber Eats, Deliveroo, Menulog, and DoorDash. Blobfish has previously executed campaigns with brands such as Campari, BWS, Coca-Cola, Mars Wrigley Confectionery, Nestle, Optus, Pandora, Red Bull, and Schweppes.

Founder of Blobfish International, 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."

Cann added, "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."