The Victoria Racing Club has given the Melbourne Cup Carnival and its famed Birdcage a makeover to appeal to the Gen Z cohort.

With a fresh focus on beauty, lifestyle and music the 2025 edition of the Birdcage Enclosure has been designed to captivate both the VRC’s corporate guests and members and a new wave of young fans, by delivering a fusion of luxury, culture and celebration.

In addition to unveiling two new marquees in the Birdcage—Marmont and Kirin Ichiban—the VRC has introduced its first-ever signature cocktail and there will be headline entertainment on the Birdcage live stage after the last race on each day. 

The party will culminate with the track being turned into a dance floor after the last race on Stakes Day, with live music from DJ Fisher.

As The Australian Financial Review notes: “Penfolds Grange and Furphy beers are out at this year’s Birdcage, while hard seltzers and yuzu cocktails are in. You won’t find harp players either, but youthful DJs digging through crates of vinyl.”

Penfolds announced in April 2025 that it was pulling out of the Melbourne Cup Carnival. In its place, VRC and De Bortoli Wines have launched a partnership that will see the family-owned producer become the official wine partner of the VRC and Melbourne Cup Carnival.

VRC Chief Executive Officer Kylie Rogers said: “De Bortoli Wines has a strong focus on understanding what Australians love to drink and enjoy, so we’re thrilled to partner with a brand of this incredible stature and bring a taste of regional Australia to Flemington.”

Lion National Sponsorship and Events Leader Kelly McLoughlin told the AFR the brewer is hoping to capitalise on Australia’s growing love affair with Japan by replacing Furphy with Kirin.

“The timing was right to go with Kirin Ichiban, and we’ve got growth aspirations for that brand,” he said. “The Melbourne Cup Carnival is an international, widely publicised event. It’s a great platform to achieve those growth aspirations.”

The three-level Kirin marquee has been designed in the style of a Japanese izakaya and offers prime views of the track, a sushi bar, beer-infused cocktails and live music from a Japanese drumming group and Melbourne-based electronic funk duo Cocoa Noire.

Marmont in the Birdcage is a bold new hospitality experience created in partnership with the VRC and Crown Melbourne.

Launched in December, Marmont serves Melbournians and visitors a taste of Los Angeles at Crown. Now, it’s bringing that same West Coast energy trackside. At the helm is international hospitality figure and renowned DJ Grant Smillie.

“The Melbourne Cup Carnival has always held a special place for me, personally. It’s one of my favourite events in my hometown,” Smillie said. 

“To have Marmont pop up this year in The Birdcage, surrounded by the iconic Flemington roses, is incredibly exciting. It gives patrons a chance to experience the glamour of what the Crown experience at the races is like, through the lens of Marmont.” 

Infused with its signature Californian-inspired vibe, Marmont will serve a curated menu of refined small plates and sophisticated beverages. Drawn from Marmont’s celebrated Crown menu, the bold flavours include prawn rolls, salmon ceviche tostadas, truffle fries, paired with a classic Marmont Paloma, other cocktail favourites and premium Australian wines. 

Inside, guests can expect relaxed alfresco lounge spaces and a high-energy lineup of DJs and live musicians setting the rhythm between races.   

Following the runaway success of signature cocktails at the Australian Open, the VRC in partnership with Diageo has debuted its first-ever official cocktail for the Melbourne Cup Carnival, the Don Julio Golden Gallop.

Crafted by leading Australian bartender Jimmy Irvine, the Don Julio Golden Gallop features Don Julio Tequila, yuzu cordial, peach liqueur, passionfruit liqueur and soda water.

Irvine said: “The Don Julio Golden Gallop is a cocktail designed to capture the excitement and energy of spring in Melbourne. The joint is rocking! People are out and about, dressed to the nines and the atmosphere is incredible.

“The Don Julio Golden Gallop drinks with bright vibrancy, fun tropical flavours and bursting aromatic citrus, whilst being sophisticated and structured. It’s an incredibly exciting occasion to be enjoying Don Julio Tequila – giddy up!”

Diageo has also unveiled the Don Julio Hacienda at the Birdcage, an opulent space inspired by the brand’s Mexican heritage.

“The Birdcage is one of the most sought-after destinations during Cup Week, and this year we’re raising the bar once again,” Rogers said.

For more information or to purchase a ticket, visit vrc.com.au.