Two of Australia’s largest drinks companies – Asahi Beverages and Treasury Wine Estates – have announced they will march together in the iconic Sydney Gay and Lesbian Mardi Gras Parade.

The collaboration will see them celebrate loud and proud with a joint float for the first time under the banner of “Thirsty for Love”. Around 80 staff will march in the Parade down Oxford St and beyond on 28 February 2026.

Treasury Wine Estates’ Squealing Pig is the official wine partner of the festival this year while Asahi’s Brookvale Union is the official beer, ginger beer and whisky partner, with Asahi’s 4 Pines Brewing Co also supporting the partnership.

“Together, we’re raising our glasses with an industry-first partnership that champions unity, expression, and one big cheeky celebration of it all…drink in hand,” said Treasury Wine Estates Global Director Strategic Talent & Employee Experience, Kirsten Dale.

“This collaboration between Squealing Pig, Brookvale Union, TWE Pride, and Pride@Asahi unites vibrant brands under one shared message; being thirsty for more than just a top-up. We’re thirsty for connection, for joy, for belonging and for every form of love that shines at Pride.”

Asahi Beverages GM, Employee Experience Rita Nador said the partnership between Asahi and TWE highlighted the power of collaboration and what can be achieved when the beverages industry puts community before competition.

“This collaboration demonstrates genuine allyship in action, helping shape a culture across the industry where people feel safe, respected, and supported,” she said.

“Thirsty for Love celebrates everything that makes Mardi Gras unforgettable – the diversity and inclusion, the colour and energy, and the individuality. This exciting partnership is the love child of two great community-based and playful brands, Brookvale Union and Squealing Pig, and we’re proud to join the party.”

Squealing Pig has been an official partner of Mardi Gras since 2022, and this year will be activating theSquealing Pig Wine Terrace at Fair Day, bringing a lush, tropical oasis to Victoria Park, featuring crowd-favourite Squealing Spritzes on pour.  Squealing Pig’s new roving wine bar ‘Squeals On Wheels’ will also feature at both Fair Day and the Mardi Gras Parade in the Glitter Club viewing party.

Squealing Pig will also be releasing limited edition Pride Labels, running across Sauvignon Blanc, Rosé, Prosecco, Pinot Noir and Mid Strength Sauvignon Blanc – 9 labels that have been co-developed with the pride community to share their lived stories.

Brookvale Union will return for the second year as an official partner. This year they are extending their activation across on-premise venues around the parade and beyond, including charity programs in store.

The main on-premise venues are the Colombian Hotel, The Rydges Hotel, The Abercrombie Hotel, Bank Hotel, The Courthouse Hotel, Clock Hotel, Darlo Bar, Kings Cross Hotel, The Marly and The Strand Rooftop.

Pictured: Asahi and TWE celebrating Midsumma Pride March.