Queer marketing: free lubricant with every bottle of gin

This sounds like one of the weirdest marketing ideas ever.

To mark Sydney WorldPride 2023, an artisan distillery is giving a free gift with purchase:

In a classic case of Stereotyping 101: the gift is a bottle of lubricant.

Archie Rose Distilling are being loud and proud about it. They've employed one of Sydney's best PR firms to spread the word.

So here goes: A special edition Essensual Lube will be a gift with purchase with WorldPride Bottled Cocktails and customised Archie Rose Signature Dry Gin.

Archie Rose Distilling is the official gin partner to the Sydney Gay and Lesbian Mardi Gras and Sydney WorldPride 2023.

It is launching an Essensual Lube created with sexual wellness company LBDO that features artwork by local queer artist, Luke John Matthew Arnold.

"Archie Rose x LBDO Essensual Lube is now available as a complimentary gift with the purchase of two celebratory Sydney WorldPride Bottled Cocktails, Peaches on Beches and Harbour Cruisin’, as well as a customised WorldPride Archie Rose Signature Dry Gin created in tribute to the LGBTQIA+ global community."

You'll be keen to know that Archie Rose x LBDO Essensual Lube is a natural water-based lubricant, made with Certified Organic hydrating Aloe vera and native Australian ingredients including Kakadu plum and quandong extract.

It is "created to celebrate individuality and pleasure".

“We are incredibly proud to be the Australian gin partner to Sydney WorldPride 2023 and to be collaborating with LBDO as another independent Australian brand who shares the same passion for individuality, inclusion and sustainably sourced native ingredients as our 110-strong Archie Rose team,” says Will Edwards, founder of Archie Rose.

Archie Rose will also be involved in more than 50 events throughout Sydney WorldPride including a Sexual Wellness Masterclass at the Archie Rose Bar & Cellar Door in Rosebery, Sydney on Thursday, March 2, hosted by LBDO founder Rachel Baker and sexologist Meg Callender.

Tequila all the rage for Mardi Gras

Patrón Tequila has been a huge success story in the Australian spirits space, with sales growing by 38% over the past 12 months. 

The Mexican distiller makes a virtue of the fact that every bottle is both additive- and sugar-free, is hand-numbered for security and contains 100% native Weber Blue agave and zero additives. 

Patrón is recognised as an industry leader in waste reduction and environmental consciousness - and is pitching as a preferred party drink for next week's Mardi Gras celebrations. 

If you are planning a pre-parade party, here is a simple Patrón Tequila Sunrise cocktail recipe: 

Ingredients: 60ml Patrón Silver, 120ml fresh orange juice, 15ml Grenadine syrup plus an orange slice for a garnish. Fresh and nice and simple.

Pour the Patrón Silver and orange juice into a highball glass and fill with ice. Float grenadine on surface of drink. Garnish with an orange slice.

The to mastering cocktails from home and creating a great drink is not to overthink the flavour combinations and to keep the number of ingredients down. 

An alternative party choice is Patrón Cucumber and Coconut Margarita. For this, you combine 45ml of Patrón Silver with 60ml coconut water, 15ml fresh lime juice, 15ml simple syrup and four thin slices of cucumber. 

Shake all together in a cocktail shaker with ice, then strain onto fresh ice in a highball glass – garnish with cucumber.

Tequila is, of course, all the rage right now with CNBC reporting recently that it is poised to overtake vodka as the best selling spirit in the US. 

 

Patrón Silver is available at Dan Murphy’s and BWS stores nationally for an RRP of $96.00. 

See www.patrontequila.com/en-au/ 

Loud and proud: a drink for Mardi Gras

Independent beer producer Brick Lane Brewing has brewed a limited-edition version of its award-winning One Love Pale Ale in time for next month's Mardi Gras celebrations.

Dandenong-based Brick Lane has partnered with BWS and Dan Murphy’s for the special brew to mark the United We Shine event.

All the profits will go to the Pride Foundation Australia, which is dedicated to building a society where all LGBTQIA+ people experience equality and inclusion.

"Brick Lane has always had community at the heart of what we do, and we are committed to a world of inclusivity and creating an environment where everyone is welcome," says CEO Paul Bowker.

"This year we wanted to do something special to celebrate Mardi Gras and support the Pride Foundation Australia.

By partnering with the teams at Dan Murphy’s and BWS on the limited-edition Loud & Proud One Love beer, we hope to spread unity, love and togetherness to even more people. We're honoured to support the important work at Pride Foundation Australia, who are at the forefront of change, as we celebrate our peers as members and allies of the LGBTQIA+ community."

Loud & Proud One Love Pale Ale is billed as "a soft bodied pale ale bursting with bright hop aromas and stone fruit, passionfruit and citrus flavours".

It will will be available to purchase across the east coast at BWS and Dan Murphy’s stores and online for $18.99 a six pack and $76.99 for a case of 24.

Pride Foundation Australia provides funding for projects that address the systemic disadvantage of LGBTQIA+ communities and individuals in Australia.

It is run by volunteers specifically focused on addressing lesbian, gay, bisexual, trans, gender diverse, queer, intersex, asexual and other LGBTQIA+ community issues.

See pridefoundation.org.au/ and www.bricklanebrewing.com