Which liquor brands are activating at this year’s Melbourne Cup?

Back for its 146th consecutive year, the Melbourne Cup Carnival presents an immense large-scale marketing opportunity for all liquor groups involved. Around 90,000 people were expected to be in attendance today at the Lexus Melbourne Cup Day, which was won by Knight's Choice in a photo finish.

“Across the four days, we’ll see 37 races carrying prize money of $30 million, with eight Group 1 races headlined by the centrepiece, the 164th running of the $8.56 million Lexus Melbourne Cup,” said Neil Wilson, Victoria Racing Club Chairman.

“Visitors will also be entertained by 140 performers including the likes of Anastacia, Empire of the Sun, Ronan Keating, Sophie Ellis-Bextor and the Temper Trap.”

While the final results might already be in, the festival is still well and truly in its infancy for all partners involved. While liquor brands, groups and venues are activating right across the country, the shortlist with marquees at the Flemington Racecourse’s Birdcage Enclosure includes Furphy, G.H. Mumm, Penfolds, Tequila Don Julio, and Lexus, in partnership with Maybe Sammy.

“We are proud to provide a world class experience within our Furphy marquee,” said Kelly McLoughlin, National Sponsorship & Events Leader at Lion.

“The Melbourne Cup Carnival is a great opportunity for us to thank our customers for their support, and connect over a delicious Furphy or two.”

Throughout the Carnival, which started last Saturday and will come to a close next Saturday 9 November, the Furphy Marquee will feature a lineup of DJs, trumpet players, and singers, including DJ Jess Brooks taking to the decks tonight.

The Penfolds’ Marquee has been designed by Penfolds Creative Partner Nigo as a celebration of the company’s 180th anniversary. On top of an extensive wine and food list, various wine-based cocktails will also be offered including a Holiday Spritz, Negrosé, and 389 Sour.

Furphy and Penfolds join Crown and TAB as the four Major Partners of this year’s Melbourne cup, with Lexus reserving the title of Principal Partner. For 2024, Lexus has brought back its LANDMARK Marquee has, this time focusing on the theme of Future Catalyst 35 in celebration of its 35th anniversary. The Lexus marquee is also serving four cocktails crafted in partnership with leading Sydney venue Maybe Sammy: Brainstorming, Kaizen Sour, Shinrin-Yoku, and Green Horizon (Non Alcoholic).

“The Future Catalyst 35 theme encapsulates the Lexus approach to modern and future luxury, where innovation inspires positive change to make the world better for current and future generations,” said John Pappas, CEO of Lexus Australia.

“Our culinary, design and lifestyle collaborators will bring to life concepts integrating mindfulness and creativity in perfect harmony… LANDMARK by Lexus will transcend to a new level of luxury this year, offering deeply considered guest experiences.”

Pernod Ricard’s G.H. Mumm has again returned as the official Champagne of the Melbourne Cup, a partnership that Kristy Rutherford, Marketing Director for Pernod Ricard Pacific, believes played a role in G.H. Mumm’s recent recognition as the Champagne brand Gaining in Popularity at the 2024 Australian Drinks Awards.

“I think we've been very consistent in our investment and focus behind growing the Champagne brands, both in our marketing and with our commercial teams and sales,” she said.

“Anything that you put a lot of focus on that consumers love and are interested in is what works long term, and so definitely our partnership with the Melbourne Cup continues to go from strength to strength.”

Titled Now Boarding, G.H. Mumm’s marquee is a nod to luxury travel, emulating the experience and feel of an exclusive private jet.

Finally, Diageo’s Don Julio is the official tequila of this year’s Melbourne cup, featuring a pink marquee celebrating its recent Don Julio Rosado limited-edition Tequila launch.

“While most people enjoy luxury tequila in the evening, Tequila Don Julio Rosado is an invitation to break the mould and call up your friends to enjoy an unforgettable daytime celebration with a Rosado cocktail in hand,” said Iven Breneger, Senior Brand Manager at Tequila Don Julio Australia.

Still to come in the Melbourne Cup Carnival is the Crown Oaks Day on Thursday 7 November and TAB Champions Stakes Day on Saturday 9 November.

John Pappas said, “the Lexus Melbourne Cup is a race for everyone. It is a celebration of what it means to be Australian, and to have the opportunity to showcase the refinement, elegance, and style of the Lexus brand to a national audience and beyond is a privilege.”