As the hospitality industry prepares to reopen in NSW and Victoria, Australian Cocktail Month has revealed its plans for the festival next year.
Founder Penny Sippe says the festival will be back bigger and better in 2022.
Developed to champion the Australian cocktail industry and support bars and bartenders as they welcomed guests back into their venues following COVID-19 closures and restrictions of 2020, Sippe said the festival is even more vital as the industry recovers from another difficult year.
“The ongoing cycle of opening, closing, reopening and closing again has been unbelievably tough on the industry,” she said. “Consumer hesitation will continue into 2022 and Australian Cocktail Month aims to provide an incentive for people to head out and enjoy the amazing bars Australia has to offer.”
“I am proud to provide assistance to the industry as they rebuild following the pandemic. I am also excited to extend Australian Cocktail Month programming to an additional eight cities for May 2022. Around 120 bars will take part next year – an essential development to showcase the talent of Australia’s many hospitality professionals.”
The month-long celebration focuses on the best local and international spirits, liqueurs, and mixers – everything required for a memorable cocktail occasion. Low and no alcoholic options also featured allowing consumers to partake without
compromising on the cocktail experience and flavour.
Partner venues across Australia create precincts for consumers to explore. In 2021 Australian Cocktail Month partnered with 72 handpicked venues – 18 bars in Sydney, Brisbane, Melbourne and Adelaide.
Among the popular activations was Fords Gin, which hosted “cocktails through the ages” masterclasses that Sippe (above) said were very well received.
“Interactive sessions that inform, highlight brand credentials and provide entertainment are always a winner and we look forward to developing a robust events program for 2022,”
In 2022 growth will see Australian Cocktail Month partnering with venues in additional cities – Canberra, Darwin, Geelong, Gold Coast, Hobart, Newcastle, Noosa and Perth.
Year two will continue with the goal of supporting bars and bartenders along with cementing May as the month Australia joins together to celebrate the hospitality industry that makes our cities so vibrant. Australian Cocktail Month will join forces with brands to deliver feature events and experiences to engage consumers throughout the month.
Consumers will unlock unique bar experiences, escape the day to day and enjoy delicious cocktails with the Australian Cocktail Month ticket. The $20 ticket allows guests access to a special menu of cocktails created exclusively for the month. The menu will be available at participating venues, with cocktails priced at $14, and non-alcoholic options at $10.
Sippe said she’s found there’s an increasing demand for non-alcoholic cocktails by consumers and exciting innovation in the type of cocktails bars are creating in the space.
“Lyre’s proudly partnered with Australian Cocktail Month in 2021 and we look forward to working with the team again in 2022 to ensure this demand is catered for,” she said. “It was amazing to see the cocktails all bars crafted to fit in to the no or low alcoholic category – they were delicious too. No pimped-up fruit juices, the low or no alcoholic cocktails were carefully crafted to ensure customers who were choosing (for whatever reason) to abstain still enjoyed everything cocktails are known for. “
The inaugural Australian Cocktail Month was enthusiastically received by bartenders and bars across the country.
“Another year of COVID has only reinforced the need for a dedicated program to support bars and bartenders, as we host our patrons and create memorable cocktail experiences,” said Tash Conte, owner of the award-winning Black Pearl in
“We partnered with Penny for Australian Cocktail Month 2021 and look forward to working together again in 2022 and rebuilding hospitality in Australia.”
Sippe is calling on drinks brands to support the industry and their on-premise customers while continuing to build the cocktail category in Australia. She suggest reacing out via email at firstname.lastname@example.org to discuss sponsorship opportunities.
A ticket to Australian Cocktail Month can be used at any participating venue throughout May. Tickets go on sale early 2022, so follow Australian Cocktail Month on Facebook and Instagram (@australian_cocktail_month) and sign up to the event’s newsletter on www.australiancocktailmonth.com.au to be first in line for a ticket and watch as Australian Cocktail
Month 2022 comes to life.