Drinks companies partner with Sydney Gay & Lesbian Mardi Gras

Great to see three drinks brands - Absolut, Sparkke and GAYLE - among the partners for the 2018 Sydney Gay and Lesbian Mardi Gras. 

Absolut Vodka is a major partner, while Sparkke and GAYLE are official supporters and suppliers, along with Woolworths.

To celebrate the 40th anniversary of the parade Absolut Vodka has produced a rainbow bottle for the occasion, released limited edition Absolut Botanik cans and created an official cocktail, the Absolut Sparkle, with vodka, Mojo Strawberry & Hibiscus Kombucha, watermelon juice and prosecco.

Eric Thomson, marketing director at Pernod Ricard Australia, told Campaign Brief: "Absolut has supported equality for over 40 years and is proud to continue this as the Major Partner of the Sydney Gay & Lesbian Mardi Gras 2018."

As part of the celebration, Absolut, media agency Blue449, and global youth media company VICE have collaborated on a new initiative designed to empower young Australians to express their uniqueness on the dancefloor.

A video features a crew of six talented and diverse dancers, each embracing their own style to inspire others to find their magic on the dancefloor. 

Click here to watch the video.

"Absolut has launched the Create a Better Tomorrow campaign, championing and celebrating equality," Thomson said. "This new platform embodies Absolut's belief in progress, open-mindedness and diversity. The dancefloor is a safe and inclusive space, where everyone can come together - this partnership illustrates just how pivotal it remains for the wider community."

Sparkke’s Nipples are Nipples Lemonade (gender equality), Boundless Plains to Share Ginger Beer (asylum seekers) and Say I Do! White Wine + Bubbles (marriage equality) will be sold at several Sydney Mardi Gras events including the parade.

“They’re issues that the queer community is talking about, inspired about and keen to promote so it’s a welcome conversation for them as well as them loving the quality of the product – it’s a really nice fit for Mardi Gras,” Sparkke co-founder Rose Kentish told The Lead. 

Sparkke gives 10% of direct sales and 4% of channel sales of its White Wine Bubbles to the Australian Marriage Equality Campaign. Over the course of AME’s 2017 campaign, Sparkke raised more than $10,000 for the cause.

GAYLE is Australia’s first and only independently owned gay beer and cider Company. 

Hailing from Adelaide, it was launched late last year. Its four founders were inspired by the belief that communities can be united through the “quintessentially Australian” act of sharing a few beers with mates.

“There are plenty of ways people can show their support for the LGBTIQ community, their friends and family, drinking GAYLE is one way of doing that, says co-founder Virginia Buckworth.

“At the very heart of Gayle is a call to action, to love one another and to celebrate the power and beauty of diversity.”

GAYLE plans to sponsor a range of LGBTQIA events throughout Australia - including Mardi Gras - and donate a percentage of the profits.

“Our aim is not only to produce a great beer and cider but to ‘pay it forward’ through sponsorship and payment in kind to the LGBTIQ community,” said Buckworth.