The drinks industry is going all out in its support of the 2024 Sydney Gay and Lesbian Mardi Gras, which will transform the city from 16 February to 3 March.

As the country’s largest celebration of its diverse LGBTQI communities, the Sydney Gay and Lesbian Mardi Gras brings a burst of colour and creativity to Sydney each year. 

It’s also a powerful way to connect with consumers. In 2023, the combination of Mardi Gras and Sydney WorldPride attracted a festival audience of 1,077,183, with 70,000 attendees from 71 countries. Meanwhile, the social media audience for the event was 548,870 and more than 1.1 million people watched the celebration on the ABC.

In addition to slaking the thirst of participants in its huge program, all drinks partners must show an ongoing commitment to the LGBTQIA+ communities within their organisation and externally within the broader community. 

Here’s what Mardi Gras’ drinks partners have planned …

Absolut launches Absolut X

Absolut is hosting Absolut X – a global dance event series making its way to Sydney this February.

Absolut X has been blowing Coachella away since 2009, Tomorrowland since 2017, Boiler Room since 2019, and now Sydney’s Gay & Lesbian Mardi Gras is set to take centre stage. 

Pernod Ricard Pacific Marketing Director Kristy Rutherford 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!”

Absolut kicks off the Mardi Gras celebrations at Fair Day 2024 on February 18, with the Absolut X Dancefloor. The Mardi Gras celebration continues with Absolut at participating Merivale venues, where the signature Absolut Rizz Fizz cocktail is being served, and $2 from every cocktail sold will go to supporting ACON and the Bobby Goldsmith Foundation. 

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.

In time for Mardi Gras, the new limited-edition Absolut Mosaik bottle has reached shelves at Coles Liquor Group and Independent retailers nationwide. Designed by Olly Alexander who has used a mosaic motif, characterised by its unique and diverse individual pieces coming together to form a harmonious whole, stands as a symbol of unity, diversity, and the strength of collective effort. Olly is a renowned singer, songwriter, actor, and social activist, who has left a lasting mark on the LGBTQIA+ community and mental health advocacy as a fearless voice at the forefront of discussion.

Little Creatures returns to Mardi Gras

Lion’s Little Creatures is a major partner of Sydney Gay and Lesbian Mardi Gras from 2022-2024.

Lion has a strong history of support and advocacy for the LGBTQIA+ community, notably publicly supporting marriage equality, has a long-standing relationship with the Bobby Goldsmith Foundation and has received the WGEA citation for the fourth consecutive year. As an EOCGE holder, Lion is among some of Australia’s leading change-makers who are driving and embedding gender equality in the workplace.

Archie Rose’s Mardi Gras collaboration

Archie Rose Distilling Co. returns as the official gin partner to Sydney Gay and Lesbian Mardi Gras 2024 for the fourth consecutive year.

This year the distillery is launching Tell it to Me ‘Straight’, a card game created to spark meaningful conversation around topics relevant to the queer community, featuring artwork by local queer artist Micke Lindebergh.

The inclusive card game is designed to foster dialogue and connection both during and beyond the Mardi Gras period, Tell It To Me ‘Straight’ aims to encapsulate the vibrancy and free-spirit of the celebration.

The game is available on the Archie Rose website as an optional gift with purchase with Tell It To Me Straight Dry Gin, a
cold distilled, bold and straight style of dry gin, and Tell It To Me Straight Tailored Gin.

“We are immensely proud of our partnership with Sydney Gay and Lesbian Mardi Gras. At Archie Rose, we are committed to celebrating diversity and inclusivity, and invite individuals from all walks of life to share their stories,” said Archie Rose Distilling Co. Head of Hospitality Harriet Leigh.

Archie Rose will also be involved in multiple events throughout Mardi Gras including:

• Archie Rose gin & soda cans will be available across several official Mardi Gras events including Fair Day, UltraViolet, the Diamond Club Bar on Parade night and Bondi Beach Party.
• This year at Fair Day, Archie Rose will be hosting the ‘Archie Rose Land of Love’, inviting patrons to come and celebrate love with Archie Rose – offering activities and services across all five love languages, from acts of service (fresh drink garnishes and sorbet) to physical touch (massage angels!)
• Archie Rose will also work closely with partners, venues and retailers throughout the two-week Mardi Gras period including The Emerald Room, The Waratah, Forresters, Taphouse, Sofitel, Tucanos and others to offer promotions, activations and special deals as well as bespoke Mardi Gras cocktail menus for those looking to celebrate.
• Archie Rose is also sponsoring the House of Mince Party, and popping up at the Royal Botanic Gardens and Westfield Bondi Junction.

Tell It To Me Straight Dry Gin has an RRP of $65, while Tell It To Me Tailored Signature Dry Gin: RRP $99.00

Squealing Pig

Treasury Wine Estates (TWE) is the official wine supplier for Mardi Gras for 2022-2024.

Mardi Gras attendees will be able to sip wines from TW including one of their fastest growing wine brands, Squealing Pig which will take centre stage with a major presence throughout Mardi Gras including the community Fair Day, retail activations and hospitality experiences.

Solotel’s hospitality partnership

As the exclusive hospitality partner of Sydney Gay and Lesbian Mardi Gras 2024, Solotel has teamed up with some of Sydney’s most sought-after LGBTQIA+ tastemakers and party institutions to elevate this year’s Mardi Gras program that celebrates individuality, diversity and connection under the theme OUR FUTURE, YOUR LOCAL.

There will be more than 50 events across seven venues, from Kings Cross Hotel transforming into the Queens Cross Hotel to The Bank’s Birdcage parties in Newtown to The Clock’s boozy loved-up brunches in Surry Hills.

Solotel Chief Marketing Officer Robert Squillacioti said: “Solotel has a longstanding connection with the local LGBTQIA+ community through so many of our venues and our incredible team. Being a part of Sydney WorldPride last year was an unforgettable experience and so we’re thrilled to partner with Sydney Gay and Lesbian Mardi Gras in 2024 and provide unique, safe, and fun spaces for the queer community to celebrate.”

For full program and ticket information, visit the Solotel website HERE.

Johnnie Walker hosts Mardi Gras Debutante Ball

Diageo is returning to the iconic Kinselas to host the first ever Mardi Gras Debutante Ball by Johnnie Walker.

Mardi Gras first-timers were given a unique chance to enter a competition to win tickets and make their debut at the very first Mardi Gras Debutante Ball by Johnnie Walker, alongside Aussie singer and actress Natalie Bassingthwaighte, who will be performing on the night and making her own Mardi Gras debut since coming out.

Link to tickets: https://events.humanitix.com/mardi-gras-debutante-ball-by-johnnie-walker 

In addition to this, Kinselas will host over 30 events across a two-week program in partnership with Johnnie Walker, including artist residencies, open-mic nights, club nights, and drag trivia. 

You can explore the program and buy tickets here.

Championing inclusion and diversity is central to Diageo’s Society 2030: Spirit of Progress targets, their ambitious 10-year action plan to help create a more inclusive and sustainable world.

Merivale reveals Mardi Gras plans

Merivale has an epic calendar of events for Mardi Gras 2024.

Merivale’s Mardi Gras festival, Loudly Proud, will be running from 17 February to 4 March with over 25 events around Sydney, ranging from a bottomless lunch at Coogee Rooftop for the Sip & Strut Drag Affair to The Beresford’s Mardi Gras Dog Show.