Diageo renews partnership after epic Melbourne Cup Carnival

A global leader, Diageo has more than 200 brands from much-loved, established labels including Johnny Walker, Tanqueray and Pimms to the latest innovations in Don Julio 1942 and Don Julio Rosado.

Diageo’s brands, including its alcoholic and non-alcoholic spirits, featured in innovative experiences at Flemington Racecourse across the 2024 Melbourne Cup Carnival including the Smirnoff Vodka Bar in The Park, Casamigos Tequila cocktails in The Elms and the exclusive Club Rosado: By Don Julio in The Birdcage Enclosure which hosted more than 1000 guests across the week.

Melbourne Cup Carnival racegoers enjoyed more than 48,000 cans of Smirnoff Soda Lime and Lemon and almost 11,000 cocktails including more than 6,000 Espresso Martinis and more than 1,500 Margaritas. The top selling spirit was Ketel One Vodka, followed by Smirnoff Red and Tanqueray Gin.

VRC Chief Executive Officer Kylie Rogers said the Diageo partnership extension ensures customers will continue to enjoy a fantastic range of choice across the Flemington precinct.

“The Melbourne Cup Carnival is a truly global event and partnerships with premium brands such as Diageo ensure we can deliver world-class experiences at Flemington, from The Park to The Birdcage and every venue in between,” Ms Rogers said.

“Non-alcoholic spirits are a growing market and together with the alcoholic spirits range, we are pleased to be able to cater to different tastes and audiences at the Melbourne Cup Carnival and year-round with the support of Diageo.

“This collaboration not only brings premium beverage experiences to our racegoers but also aligns with our commitment to delivering innovative and memorable events. We look forward to creating unforgettable moments for our guests in the coming weeks, months, and years.”

Diageo’s Head of On Premise and Events Joel Mann said they were pleased to extend their partnership with the VRC off the back of a successful Cup Week.

“We are proud to extend our partnership with the Victoria Racing Club,” Mr Mann said.

“For the past three years, Diageo's iconic brands have been part of iconic moments at Flemington, and we are pleased to extend our partnership with the VRC for another three years.

“This collaboration is a fantastic opportunity to showcase our entire Spirits and RTD portfolio, while elevating the overall experience for racegoers right throughout the VRC precinct.”