As the vibrant celebrations of Mardi Gras unfold once again, the drinks industry stands united in its commitment to inclusivity and equality. This year, we see support by industry leaders through their participation in the iconic events of the season in some unique and special ways, with an industry-first collaboration taking the stage at the 2026 Mardi Gras parade.
Leading this year’s celebration is the (Thirsty For) Love-child of Treasury Wine Estates and Asahi Beverages, who will march side-by-side at the 2026 Mardi Gras Parade, bringing together their queer-celebrated brands: Squealing Pig and Brookvale Union. The collaboration has been nearly a year in the making, with the brand teams and Pride employee resource groups working closely together on the ‘Thirsty for Love’ campaign, sharing a collective message of love, pride and belonging as well as setting a benchmark for how collaboration can amplify impact.
For the teams behind Squealing Pig and Brookvale Union, this partnership has been driven by purpose. Squealing Pig Global Marketing Manager, Shehan Ananthakumar, shares, “As an industry-first collaboration, we couldn’t be prouder to see two of Australia’s most playful and iconic beverage brands march proudly together to celebrate love, connection and community. 80 Pride community members and allies from Treasury Wine Estates and Asahi Beverages will travel across the country to march side-by-side in Sydney in celebration of the power of love." He describes ‘Thirsty for Love’ as “a powerful expression of what can happen when creativity, allyship, and industry collaboration come together with a shared goal.”
“Our industry-first partnership between Asahi and TWE highlights the power of collaboration and what can be achieved when the beverages industry puts community before competition," adds John Tortora, Asahi Chief Procurement Officer. "When we come together with a shared purpose, we create meaningful impact that extends far beyond our businesses.”
Squealing Pig will also feature as the official wine sponsor of Mardi Gras, once again, with fun additions to their Pride offering including a Mardi Gras ‘Squeal & Strut’ Party Pack filled with wines featuring the brand’s limited edition Pride labels (an initiative that has evolved over three years and focuses on lived stories from different members of the Pride community) and party-pack essentials like bucket hats, wine coolers, sunglasses and more!
Asahi Beverages' expanded 2026 footprint, also sees a return to Melbourne’s Midsumma Pride March.
Asahi is also returning as official beer, ginger beer and whisky partner of the festival for the second consecutive year through Brookvale Union, with support from 4 Pines Brewing Co. Festival activations will extend across on-premise venues throughout inner Sydney, reinforcing the company’s presence during the Mardi Gras celebrations.
“As Co-Executive Sponsors for Pride @ Asahi, our commitment to fostering an inclusive culture isn’t a one-off moment — it’s something we actively build, champion and live every day," says Brian Phan, Asahi Chief Growth & Strategy Officer. "Our participation in celebrations such as the Midsumma Festival and Mardi Gras reflects our belief that visibility and allyship matter, both inside and outside our organisation.”
Continuing the spirit of celebration and long-standing support, Aperol Spritz returns as the official Spritz of Mardi Gras for the second consecutive year. Building on the success of 2025, the brand is expanding its presence across key moments of the festival calendar, reinforcing its commitment to showing up authentically for the LGBTQIA+ community.
This year, the much-loved Aperidisco made its way to Fair Day on Sunday 15 February at Victoria Park, delivering a vibrant space for connection, music and celebration. Designed as a hub for community engagement, the activation blended the brand’s signature energy with the inclusive spirit that defines the Mardi Gras season.
Beyond Fair Day, Aperol will extend its celebration across Darlinghurst from 14 February through to 1 March, partnering with iconic venues including The Burdekin, Darlo Bar and Bar Nina; spaces deeply embedded within the queer community and its allies.
On Parade night, the celebrations continue with a collaboration alongside APPIZZA at the top of Taylor Square, bringing together food, festivity and community in one of the evening’s most anticipated precincts. Attendees may also encounter a few surprise and delight moments along Oxford Street, ensuring the spirit of Mardi Gras is felt well beyond the parade route.
Mighty Hoopla in Bondi sees Diageo as the official beverage partner, an event that drives an extension of the already beautiful pride period and focuses on community engagement. They will also be holding their Mardi Gras Harbar event featuring a panel discussion on active allyship, followed by a celebration of drinks and drag entertainment.
As Midsumma and Mardi Gras light up Melbourne and Sydney, Pride in Drinks wishes everyone a safe, joyful and unforgettable festival season. Look out for your mates, celebrate responsibly, and keep the spirit of Pride alive long after the glitter settles.