The annual Melbourne Cup Birdcage is undergoing a significant transformation this year, trading traditional beverages for a fresh lineup of hard seltzers and yuzu cocktails. This shift aims to attract a younger audience amid growing competition from events like the Everest in Sydney and the rising popularity of sports such as Formula 1 and the Australian Open.
The Victorian Racing Club (VRC) is spearheading this revitalization under the leadership of its new chair, who took office in 2024. The goal is to bring a “festival vibe” to the four-day Melbourne Cup Carnival, highlighted by plans to open the gates after the final race on Stakes Day, turning the track into a lively dance floor featuring DJ Fisher. “About 40 percent of our general admissions are under 30,” the chair noted, emphasizing the importance of appealing to younger patrons.
New Experiences for a New Era
This year’s Birdcage will feature two new exclusive marquees: Marmont and Kirin Ichiban. Grant Smillie, a DJ-turned-restaurateur known for his popular establishment Ponyfish Island, will manage Marmont. The marquee will showcase a curated menu with dishes like fish tacos, kingfish ceviche, and oysters. Guests can enjoy a Santa Monica spritz while immersing themselves in the energetic atmosphere. “I feel like we’ll be the newer, naughty kid on the block and probably the party place to be,” Smillie stated. Tickets for Marmont are priced at $1,755 and have already sold out for Oaks Day, with limited availability for the other days of the event.
Lion Group, a beverage company, is also capitalizing on the increasing popularity of Japanese culture in Australia by replacing the traditional Furphy beer with Kirin Ichiban. “The timing was right to go with Kirin Ichiban,” said Kelly McLoughlin, national events lead at Lion Group. The Kirin marquee, designed in the style of a Japanese izakaya, will feature a sit-down sushi bar, as well as live performances from a Japanese drumming group and the Melbourne-based electronic funk duo, Cocoa Noire.
Despite the influx of new offerings, established brands are not backing down. G.H. Mumm, known for its prestigious champagne, remains a key player in the Birdcage. Chris Sheehy, the prestige manager for Mumm, expressed confidence in the brand’s continued popularity, stating, “We don’t need to hope [for a packed dance floor], it’ll just happen.” The Mumm marquee will feature DJ Dijok, a yacht-style bar, and a porthole photo booth, along with a selection of vintage magnums from 1982.
A Diverse Culinary and Entertainment Landscape
Lexus, the headline sponsor of the Cup, has renewed its partnership with Melbourne interior designer Brahman Perera to create a three-level marquee. The venue will include a restaurant run by chef Josh Raine of 40Res in Sydney, a gifting room, and a Japanese-style listening lounge. Each floor will cater to different tastes, and offerings will include specialty coffees and a selection of desserts crafted by pastry chef Steven He.
Notably, TAB has introduced a hidden speakeasy bar within its marquee, which boasts a selection of wagyu beef and unique cocktails, blending traditional betting facilities with a modern edge. Even the smaller Don Julio marquee aims to make a big impact, featuring a mariachi band and the presence of Collingwood star Isaac Quaynor. Quaynor shared his excitement about returning to the Birdcage, saying, “I came here in 2023 and had an absolute blast.”
As the Melbourne Cup Carnival approaches, anticipation builds not only for the horse racing but also for the diverse experiences it promises to deliver. With its focus on youth, innovation, and vibrant entertainment, this year’s Birdcage is set to redefine the event’s atmosphere, making it an appealing destination for both seasoned attendees and newcomers alike. As Bec Judd, Crown’s racing ambassador for 2025, put it, “No one does events like Melbourne; we just always deliver.”
