The 2025 Melbourne Cup Carnival is in full swing and drinks brands have debuted their extravagant Birdcage marquees.

The Birdcage takes 15 weeks to construct and occupies a massive 18,000 square metres trackside. Sponsors are tight-lipped on what it costs to build and kit out their marquees, not to mention slake the hunger and thirst of their guests, but insiders reckon it takes six figure sums to bring them to life.

Victoria Racing Club’s sponsorship revenue for the carnival is up 20% compared to 2024 and those sponsors are desperately hoping the rain eases for the big race. The Bureau of Meteorology has forecast up to 10 millimetres of rain may fall in Melbourne on Tuesday in the lead-up to the big race. It follows parts of the city receiving up to 36 millimetres of rain on Monday, creating soggy conditions at Flemington.

[A wet track for the Melbourne Cup brings the ‘muddies’ into play, check out RaceNet’s guide to the horses that will have their chances enhanced by the conditions and which ones will be hindered.]

This year’s drinks industry marquees include G.H Mumm, Kirin Ichiban, Don Julio and Crown’s Marmont.

There are also exclusive drinks sponsors for the carnival, including De Bortoli and Schweppes.

It’s Kirin Ichiban’s first Melbourne Cup, replacing Furphy as the carnival’s official beer.

Elevating what was formerly the Furphy Marquee, the striking new three-level Kirin Ichiban 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.

Diageo unveiled the Don Julio Hacienda at the Birdcage, an opulent space inspired by the brand’s Mexican heritage. From the exterior, a striking reflective façade with agave leaf-inspired arches and textured finishes makes an impactful first impression.

Guests were welcomed through a dramatic arched entrance, where curated displays showcase Don Julio’s premium Tequila range, inside they sipped concoctions including the official cocktail for the Melbourne Cup Carnival, the Don Julio Golden Gallop. Crafted by leading Australian bartender Jimmy Irvine, it features Don Julio Tequila, yuzu cordial, peach liqueur, passionfruit liqueur and soda water.

Trailblazing Australian sailor and national treasure Jessica Watson OAM is the official ambassador for G.H. Mumm Melbourne Cup Carnival.

She was in attendance at G.H. Mumm’s Birdcage marquee to lead the celebration with the Champagne’s iconic ‘tap tap’ moment, sending a shower of Mumm Cordon Rouge champagne high into the sky by tapping the neck of the jeroboam with a sabre. 

Guests at the Mumm marquee enjoy roaming canapés and cuvées all set within a striking sailing-inspired design, a light-filled atrium that transforms into a vibrant dance floor with performances by DJ Dijok and Rich Penny, exclusive VIP booths and bespoke porthole-inspired photo moments. 

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 is one of Victoria’s largest major events generating more than $500 million in gross economic benefit last year, creating jobs for thousands of Victorians and attracting hundreds of thousands of visitors to the track.