It’s that time of the year when Sydney comes to life with the Mardi Gras festival. In the lead up to the parade this weekend, Pride in Drinks has pulled together a summary of what some of the brands in the drinks industry are doing to show their support.
Johnnie Walker (Diageo)
Johnnie Walker is back this Mardi Gras, with a huge campaign encouraging and celebrating people taking their brave first steps this Mardi Gras, and connecting previous generations of Walkers with first-timers making their Mardi Gras debut in 2024.
Kinselas in Darlinghurst is once again the home of Johnnie Walker this Mardi Gras, and this year they hosted a modern version of a Debutante Ball on Thursday, 22 February. Think opulent chandeliers and drapery, juxtaposed with contemporary elements and Johnnie Walker at the bar! The event was hosted by Natalie Bassingthwaite, who made her Mardi Gras Debut at the ball (pictured in the header image).
Johnnie Walker are also further supporting the community by hosting another 10 days of programming from various artists within the community at Kinselas.
Little Creatures (Lion)
The partnership between Little Creatures and Mardi Gras reflects the brand’s passion for connecting with consumers and contributing to community and culture in a positive, vibrant and sociable way – the way that Sydney Mardi Gras has been doing for over 45 years.
To support the vision of the 2024 festival theme “Our Future”, Little Creatures will be creating fun and inclusive spaces including the Little Creatures Garden Bar at Fair Day (sadly cancelled due to possible asbestos contamination), lining the streets of Oxford St during the parade, and setting up many Pride-themed activations in BWS and pubs around Sydney.
Campari Group
Campari HQ is showcasing its support for the LGBTQIA+ community and celebration of Mardi Gras by dressing up the front foyer in pride colours. The team is also planning an Aperitivo on the Thursday before the parade at the office bar, where all Camparistas can come together to celebrate Mardi Gras with colourful cocktails and dance/pop music.
Absolut (Pernod Ricard)
Absolut is celebrating its Sydney Gay and Lesbian Mardi Gras 2024 partnership with the launch of a new club series - Absolut X.
Championing the future of queer nightlife, Absolut X dance floors are popping up all over Sydney.
Kristy Rutherford, Marketing Director, Pernod Ricard Pacific said “Absolut X is a global event series creating ground-breaking collaborations and unparalleled experiences that we couldn’t wait to bring to Sydney for our sixth year with the Sydney Gay and Lesbian Mardi Gras. It’s a dancefloor that you don’t want to miss!”
Continuing Absolut’s commitment to drive meaningful impact and change, 100% of all door donations from Absolut X will be donated to local charities and causes in support of the local and wider queer community. During this Mardi Gras season, each Absolut bottle sold contributes a $2 donation to ACON, a global leader in community health and HIV responses, with a commitment to contribute up to $100,000.
Archie Rose
Archie Rose returns for the fourth time as the official gin partner to Sydney Gay & Lesbian Mardi Gras 2024, bringing its award-winning range of gins to venues around Sydney, underpinned by the message: Proudly Sydney, Proudly For Everyone
The new range of Archie Rose Australian Gin Premix Cans will be served at official Mardi Gras events including the Bondi Beach Party and Mardi Gras Parade.
Archie Rose will also be working closely with partners, venues and retailers including The Waratah, Forrester's, Taphouse, Sofitel, Tucanos and The Emerald Room offering promotions, activations and special deals on their Signature & Fundamental Spirits Gins as well as creating bespoke Mardi Gras cocktail menus for those looking to celebrate.
“The theme ‘Our Future’ is pertinent for us all to consider this year. As trans people are pulled ever more into focus politically it’s just as important as ever to amplify our voices in support of love and acceptance. Archie Rose remains as always, proudly for Sydney, proudly for everyone.”
Pride in Drinks Virtual Event
Also coinciding with the Mardi Gras festival, was a webinar hosted on Wednesday, 21 February, by the Drinks Association's Pride In Drinks Team. The virtual event, Pride - Past, Present, and Future, aimed to shed light on the progress and challenges faced by the LGBTQIA+ community in the Australian drinks industry.
