Drinks brands head to SXSW Sydney

SXSW Sydney 2023 is counting down the days to its inaugural event and drinks brands are eagerly jumping on board to connect with attendees.

Attendees will explore the future of Music, Games, Screen, Technology and Ideas – with brand partners offering one-of-a-kind experiences. Among the drinks brands with a presence at the event are Young Henrys, Suntory -196, BWS, Jim Beam and Lyre’s.

SXSW Sydney Chair, Geoff Jones says: “We’re thrilled at the level of diverse, interesting and innovative brands involved in our first SXSW Sydney event. Our dedicated brand partners will play a key role in cultivating the unexpected discoveries attendees will come to know and love this coming week.” 

The economic impact of SXSW

Since 1987, SXSW has maintained a clockwork presence in its birthplace, Austin, Texas. Each spring, the annual influx of creative thought leaders drawn to SXSW’s unparalleled balance of industry conferences, festivals and exhibitions unofficially marks the changing of seasons in Austin.

SXSW’s constant presence has catapulted the event into one of Austin’s most vital cultural anchors.

SXSW 2022 proved an unqualified triumph for the city on its comeback from COVID-19, reaffirming Austin’s role as a global mecca for creative professionals.

In addition to contributing to Austin’s cultural cachet, SXSW welcomed more than 278,681 visitors to the city and injected hundreds of millions of dollars into the local economy. SXSW’s impact on the Austin economy in 2022 totalled $280.7 million.

Young Henrys is the Major Sponsor of the SXSW Sydney 2023 Music Festival 

Sydney’s local brewers will be slinging their famous selection of delicious beverages available throughout the precinct, as well as their own pop-up bar at Tumbalong Park. They will also launch the music programming at the Tumbalong Park Outdoor Stage with their iconic Rock & Roll Circus event, as the festival’s Official Music Festival Major Sponsor.  

Young Henrys Director and Co-Founder Oscar McMahon said: “Young Henrys established itself in Sydney in 2012 and has always found its kindred spirits amongst the many culture creators within the arts, music, sustainability and hospitality scenes. SXSW Sydney marks something significant for our city; giving us an opportunity to showcase our progressive, cultural and worldly side to a national and international audience. As an independent Australian business, we couldn’t be prouder to be stepping up to support such an important moment in the cultural landscape.”

Young Henry’s also created a limited edition beer for the event.

Partner profile HERE and Rock & Roll Circus info HERE 

Suntory -196 vending machine

Tumbalong Park in the heart of Sydney’s Darling Harbour will be transformed into a vibrant hub of creativity featuring free events and captivating and immersive experiences, including the opportunity to climb the Suntory -196 three-story vending machine. The machine will transport Aussies into the innovative and intensely Japanese world of Minus 196. 

See the activation profile HERE 

Suntory -196 is also one of six QMS partners that will feature on the digital City of Sydney street furniture network during the event.

QMS general manager – City of Sydney Olivia Gotch said: “Our audience data has shown that previous major events such as Sydney WorldPride 2023 and Vivid Sydney 2023 have proven to be successful in driving significantly increased audience uplift. Key Vivid precincts that included our bespoke advertising packages saw audience numbers rise by 113% on weekend evenings, with Circular Quay assets seeing an increase of 215%.”

Uber’s Bar in a Car

Advertising by Uber is bringing back Uber’s “Bar in a Car” at SXSW Sydney, where attendees can enjoy a beverage or two, relax between sessions and learn how brands can use Uber to reach their audience as consumers go anywhere and get anything.  

See the activation profile HERE 

BWS Cool Room

Snowfall at SXSW Sydney? With Lime Cordiale?! It’s happening at The BWS Cool Room.

The live gig experience will take the walk-in fridge outta the BWS bottle shop and into the Aussie summer. Indie superstars Lime Cordiale will be headlining the Cool Room at SXSW Sydney; the first of three BWS Cool Room parties this summer that will excite every sense you have. It’s going down Thursday, October 19th in Central Park, Sydney.  

See the activation profile HERE   

The Courtyard Presented by Rolling Stone

Rolling Stone will be activating The Courtyard at SXSW Sydney 2023, supported by partners Jim Beam, Twilio Segment and Old El Paso. The Courtyard presented by Rolling Stone will host the ‘Jim Beam Sessions’ featuring exclusive live performances such as Chanel Loren, The Terry’s axnd Telenova, a deep dive into the intersection of technology and creativity through an expert panel discussion, and secret headline slots from major touring artists. 

See the activation profile HERE 

Lyre’s Mocktail Happy Hours

If you feel like socialising at SXSW Sydney 2023, but want to be fresh for the next day’s adventures, Australian founded company Lyre’s replicates the world’s most popular spirits in a non-alcoholic format. Lyres are hosting non-alcoholic “Mocktail” Happy Hours at Cartel. 

See the partner profile HERE 

Soho House SXSW Sydney pop-up

During SXSW the famed Soho House will take over The Old Clare Hotel in Chippendale, which is situated in the heart of Sydney surrounded by art galleries and design studios. 

Soho House and Cities Without Houses members will have access to the Soho Residency at The Old Clare Hotel from 11am to 4pm daily from 16-22 October.

The week will kick off with a Poolside House Party on 15 October, followed by a diverse range of music events from Soho Sounds in partnership with Patrón to live performances from Ziggy Ramo, Connie Constance and Milan Ring.

You’ll also find inspiring conversations, workshops, industry mixers and parties throughout the week, including Sydney Is So Gay, a night to celebrate our LGBTQIA2S+ community and allies, and DISCOTECA, our a closing party featuring Sydney creatives Mandylights, Sissy Ball and Pretty Girl, with Moet & Chandon and Hennessy.

Learn more here.

How SXSW boosts brands

SXSW has become a platform for brands to experiment with new ways of engaging with their audience. Activations allow brands to create unique ways of sharing their brand story through participatory, interactive experiences.

Some of SXSW’s most iconic activations in Austin this year included the White Claw Shore Club and the Johnnie Walker Cocktail Bar.

“We were most excited about embracing music and design with musical performances and immersive works from emerging musicians and artists,” said Kevin Hurd, senior manager of national partnerships for Mark Anthony Brands, which owns White Claw.

“It feels like the closer we are to what the consumer cares about, the better the results are.”

Johnnie Walker invited guests of SXSW to a tasting its Scotch Whisky and a range of elevated cocktails in the registration lounge.

Tourism Australia got everyone talking at SXSW 2023 in Austin with its Australia House @SXSW activation. The event, which was rated one of the best at the festival, featured a specially curated menu chef Nornie Bero, who fused Indigenous Australian ingredients with fresh Texan-sourced produce. Guests also enjoyed cocktails by Starward Whisky, Australian beer, and wine.

The reception also featured a short acoustic set by Yolŋu surf rock band King Stingray, who performed their cover of the Men at Work hit, “Down Under,” which was the official song of Tourism Australia’s 2022 global brand campaign, “Come and Say G’day.”

Accessing SXSW Sydney 2023

Badges are your master key for SXSW Sydney – they open the doors to all activity across the week-long event, from its Conference and Tech & Innovation Expo to its Music, Screen and Games Festivals. Hearing from the hitmakers mentioned in this article is only possible with a badge.

Wristbands give access to SXSW Sydney’s Music, Screen or Games festivals, for performances, screenings and showcases.

  • Music Festival: 300 performances in 25 venues over 4 nights.
  • Screen Festival: unlimited screenings over one week.
  • Games Festival: 150 new indie games and parties over 6 nights.

Head here to find the level of access that’s right for you.

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