Food and beverage companies are coming to the party with the Sydney Gay and Lesbian Mardi Gras now underway and running until 6 March.
Little Creatures, long history
Thirty years ago, Hahn Ice sponsored the Sydney Gay and Lesbian Mardi Gras, taking part in the parade with a giant pink beer can on its float. This year, Lion is staging a comeback, with Little Creatures – its fruitiest beer – being the official beer of Mardi Gras for the next three years. It will also be the official beer for Sydney WorldPride in 2023.
For Lion, the partnership between Little Creatures and Mardi Gras reflects the brand’s passion for connecting with consumers and contributing to community and culture in a positive, vibrant and sociable way.
The brewer also has a multi-year relationship with the Bobby Goldsmith Foundation via its special release Brooklyn Brewery Stonewall IPA, which raises money for Australia’s longest-running HIV charity.
Little Creatures has also supported WA’s PrideFEST from its home in Fremantle.
Lion CMO Anubha Sahasrabuddhe said: “As a company striving to do more for inclusion, we are excited to be back as an official sponsor Sydney’s world-famous Pride celebration.
“Covid-19 has had a devastating impact on all hospitality operators, but many venues and events that are so vital to Sydney’s queer community have been among the hardest hit. A big reason we wanted to be involved is to support our vibrant and resilient pub, bar and hospo industry as they plan another incredible festival for everyone to enjoy in 2022.
“And going into it knowing that we’ll be a part of WorldPride in Sydney in 2023 makes this announcement even more special.”
Sydney Gay and Lesbian Mardi Gras CEO Albert Kruger said: “We’re delighted to have Little Creatures join us as our official beer partner for the next three years. They have shown great dedication to equality, both within their organisation and for the wider LGBTQIA+ community.”
Sydney WorldPride CEO Kate Wickett said: “Sydney WorldPride will be a wonderful opportunity to celebrate with old friends and make new friends as we welcome people from around the world. We are really looking forward to showing off the best in LGBTQIA+ arts and culture to the rest of the world.
“Little Creatures is a fantastic Aussie Beer and I’m sure some wonderful fun will be had, and memories will be made over a couple of cold ones at Sydney WorldPride next year.”
Today’s announcement is especially meaningful to Lion’s Pride@Lion members, the company’s employee group that celebrates LBGTIQ+ inclusion and visibility. The group has made incredible advances in raising awareness and evolving the company’s culture with the full backing of all the Lion team.
Loud & Proud
Launching in time for Mardi Gras, Endeavour Group has launched its Loud & Proud drinks range to raise funds for Pride Foundation Australia.
Developed by the Group’s exclusive products and services arm Pinnacle Drinks, the Loud & Proud range offers six drinks to choose from – a rosé, pinot grigio, grenache, brut cuvée, pale ale beer and watermelon flavoured seltzer.
Pinnacle partnered with independent brewery Brick Lane Brewing on the beer and the seltzer.
Endeavour Group’s Proud at Endeavour co-chair Ash Martin said, “We are thrilled to unveil our fabulous drinks range Loud & Proud that aims to celebrate diversity in the wider community – loudly, proudly and openly.
“Diversity, equity, and inclusion are central to Endeavour Group’s culture; to be a great place where our customers and team members feel safe and included, so Loud & Proud really captures our spirit in a bottle.”
100 percent of the profits will go to the national charity Pride Foundation Australia, which will use the funds to support LGBTQIA specific programs to provide help for those dealing with substance abuse.
According to Pride Foundation Australia board member Sarina Jackson, the partnership with Endeavour Group was an excellent opportunity to raise funds for a much-needed cause.
“The national reach of the Endeavour Group – through its extensive network of Dan Murphy’s and BWS stores, its significant online presence, and the visibility of this campaign – has the potential to reach millions of consumers, creating an important avenue to start a conversation about LGBTQIA areas of need in the broader community,” Jackson said.
It takes all sorts
Australia's iconic confectionery brand, Darrell Lea, is making Mardi Gras and Pride celebrations even sweeter this year, teaming up with make-up brand The Lip Lab to release limited-edition Allsorts inspired lippy.
Back again for its second year, Darrell Lea has changed the name of its iconic Liquorice Allsorts to Darrell Lea Loves Allsorts in a show of support for inclusivity and diversity in society.
The limited-edition bespoke Darrell Lea Allsorts inspired lip collection features some of the Darrell Lea Allsorts colours.
A portion of every limited-edition Allsorts and lipstick pack sold will be donated to QLife, a free and anonymous Australia-wide LGBTIQ+ phone and webchat service for people needing support on issues including sexuality, identity, gender, bodies, feelings and relationships.
Darrell Lea senior marketing manager Aimee Cutajar said the company was thrilled to bring back the limited-edition Allsorts pack to show its support for the LGBTIQ+ community and reveal its Lip Lab collaboration.
“As an iconic Australian brand, we hope our customers enjoy adding a pop of Allsorts colour to their Mardi Gras and Pride celebrations this year that also supports the wonderful work of QLife, a vital support service for the community.”
The Lip Lab owner Raylene Taylor said working with the confectioner had been a wonderful experience.
“The Allsorts inspired shades we’ve created are bold, fun and perfect for Pride,” Taylor said.
LGBTIQ+ Health Australia deputy CEO Zed Tintor said it was grateful for the support and allyship from Darrell Lea, The Lip Lab, and the consumers who buy the limited-edition range.
“The funds raised will go to great use – including providing expert training to QLife’s amazing volunteers so we can effectively meet the growing and evolving needs and concerns of the LGBTIQ+ community across Australia,” Tintor said.
The Allsorts inspired lip collection is available in two packs, each with three lipsticks and can be purchased on The Lip Lab website for AU$65.00 now until sold out.
Darrell Lea Loves Allsorts limited edition 270g packs are available from February until sold out from all leading supermarkets and convenience stores, priced at AU$4.90 RRP.
