In 2025, the Australian Drinks Association’s member suppliers are bringing the love and energy to Melbourne’s Midsumma and Pride Festival, and Sydney Gay and Lesbian Mardi Gras, turning up the volume on inclusivity and support for the LGBTQIA+ community. From vibrant activations to meaningful partnerships, the drinks industry is proving that supporting Pride is more than just an event—it's a year-round commitment that we should continue.
Midsumma Festival in Victoria marks the start of the ongoing Pride festivals down under, beginning in January around Australian Open time - Midsumma started in the early 1980s with “Gay Day”, and then became a big festival from 1989 onwards - and supporting the LGBTQIA+ community in Melbourne ever since.
Treasury Wine Estates
Treasury Wine Estates will continue to pour its ongoing support, as the official wine partner of Mardi Gras, with a huge presence across bars in Sydney and an exciting activation at Fair Day, featuring a blow-up pig and a crew of over 25 interstate employees attending Mardi Gras to show their support and get involved.
Their Squealing Pig brand is also helping make Midsumma shine, partnering with the festival and donating stock to launch bars at the events, while working with Dan Murphy’s ‘Dan’s Diner’ to create a non-alcoholic space with Squealing Pig Zero. You’ll also see $1 from every bottle of Squealing Pig sold at BWYASS and Dan Murphy’s in February donated to The Pride Foundation.
Asahi Beverages
Asahi Beverages was seen marching proudly at Midsumma’s Pride March in Melbourne and, for the first time, joining the 2025 Sydney Gay and Lesbian Mardi Gras as an official partner. Through their Brookvale Union and 4 Pines brands, they’re celebrating diversity and individuality, and their employees are getting involved by volunteering at key Mardi Gras events like Fair Day and the Parade. Their commitment to inclusion is about creating opportunities for self-expression both inside and outside the workplace.
Pernod Ricard
Absolut with Pernod Ricard - has been a continuous advocate for the LGBTQIA+ community from the beginning, and continues their work globally in support and allyship. This year Absolut has returned as a beverage partner with Mardi Gras leading with their key tag “Born to Mix”. At Fair Day they had their huge Absolut X Stage, showcasing a beautiful display of Pink Flamingos – while many were seen dancing in joy through the DJ Schedule. Absolut also hosted the Official Fair Day After Party at the Beresford where many went POST Fair Day festivities to continue the night away.
Pernod Ricard will also be hosting an evening of drinks for all of their employees and are inviting their neighbours to share the love. As part of this they also were giving away 2 parade tickets to the lucky winners.
Archie Rose Distilling Co.
As the official gin sponsor for the fifth consecutive year, Archie Rose Distilling Co. is proudly bringing its spirit to life through an exciting lineup of activations around the city – with vibrant celebrations, curated cocktails and unforgettable experiences at some of your favourite venues. From high-energy parade parties to dazzling drag brunches, these events will offer guests a chance to celebrate love, pride, and diversity, all with an Archie Rose cocktail in hand. A few key mentions will be a Parade Party at Paddo Inn in Paddington.
Campari Group
For the first time, Aperol Spritz has partnered as a beverage sponsor and taken centre stage as the 'Official Spritz' of the Sydney Gay & Lesbian Mardi Gras 2025! On February 25th, Aperol energised the festivities with their Aperidisco Activation in Victoria Park. Community members gathered under the shade of the trees, enjoying the vibrant disco vibes and a stellar lineup of Queer DJs.
Aperol Spritz will also be the lead bar in the Taylor Square Parade Viewing area on Mardi Gras Parade night, ensuring everyone can savour their signature drink. They will feature on menus at all major Mardi Gras events, further solidifying their connection with this iconic queer celebration.
Additionally, Aperol will activate in various venues throughout Darlinghurst and Potts Point, key locations that attract many from the queer community. Notably, they will be featured at The Courthouse on the corner of Taylor Square, along with Hyde Park House and Potts Point Hotel.
Diageo
Diageo is also showing up big this year, sponsoring the Mardi Gras afterparty at Hordern, with Smirnoff and Casamigos branding in full swing. They’re hosting a special event for their team and partners in late February and are planning a "Lunch & Learn" session to deepen the conversation around Pride. Diageo’s presence at Mardi Gras reinforces its dedication to diversity and creating a more inclusive world, one glass at a time.
They will also be taking over Hotel Harry’s with their very own activation “Homo House presented by Smirnoff” in partnership with our friends at Poof Doof. They will be running lead-in events into the Mardi Gras Parade on the 1st of March, including a Comedy Night, Drag Bingo and Parade After Party in their iconic Surry Hills/Darlo venue, so make sure to check this out from February 24th.
Applejack
Applejack is the hospitality partner for Mardi Gras 2025. Over the years, they have continued to donate to The Bobby Goldsmith Foundation – a foundation that provides treatment and support for those living with HIV in Australia. Their venues Darlo Bar Taphouse and Forresters in Surry Hills hold membership in the city of Sydney’s Pride Business Charter. Along with these two venues, The Butler in Potts Point, they will continue to showcase safe spaces for the LGBTQIA+ community throughout the Mardi Gras Pride period and beyond. Make sure to check out their schedule and go along to support these iconic queer and queer-friendly venues.
Coca-Cola Europacific Partners (CCEP)
In support of the LGBTQIA+ community, Coca-Cola Europacific Partners (CCEP) partnered with ACON’s Pride in Diversity to host a special internal event at the head office. Led by Pride@CCEP, the company’s employee resource group, this year’s event centred around the theme "Free to Be", featuring an engaging discussion led by Pride in Diversity’s representative Jess Mayers with special guest George Mladenov, exploring the importance of inclusion and self-expression. Adding to the festivities, employees were invited to join a lively Drag Bingo afternoon, filled with entertainment, celebration and exciting prizes. This event was a vibrant celebration of our diversity, inclusion and community spirit, with a fantastic turnout, an explosion of colour and a powerful show of support.
Celebrating pride
The drinks industry’s support for Midsumma and Mardi Gras reflects an ongoing commitment to the LGBTQIA+ community. Whether through donations, activations or marching in the parades, these companies lead the charge in celebrating love, equality, and self-expression. Here’s to raising a glass to Pride—together!
Pride in Drinks wants to wish you a safe and Happy Sydney Mardi Gras and Melbourne Pride. We strongly encourage you to keep each other safe and remember to drink responsibly.