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.