Influential industry figure, Penny Sippe, has developed Australian Cocktail Month to champion Australia’s cocktail industry and support bars and bartenders as guests are welcomed back into venues.

To be held in May 2021, Australian Cocktail Month will partner with the best local and international spirits, liqueurs and mixers in providing consumers with unique bar experiences.

“Australian hospitality has brought me so much joy, fulfillment and friendship. I am proud to launch Australian Cocktail Month and provide assistance to the industry as they rebuild following the pandemic,” Penny said.

Penny has over 18 years’ experience in the marketing industry, with 10 of those seeing her create memorable, unique and newsworthy brand experiences for both consumers and trade within the Australian alcohol industry.

She is a well respected, connected and loved member of the industry and is looking for brands to help her support venues through this positive movement.

The Australian Cocktail Month will bring a variety of experiences, hosted by leading industry professionals, to help consumers escape the day-to-day and of course sample delicious cocktails.

“Now more than ever, our industry needs a diverse platform that drives consumers back into the bars that have supported brands, hosted our patrons and created spaces and memories,” says Tash Conte, owner of the award-winning Black Pearl in Melbourne. “This platform is what we need now to mend and move forward.”

The month will also see a range of digital initiatives to add interest, innovative dimension and reach to the month (and importantly, prior to May) allowing consumers outside the key cities to participate in Australian Cocktail Month and engage with an online audience.

The Australian Cocktail Month concept has been enthusiastically received by bartenders and bars across the country and work has now commenced to bring the idea to reality for consumers to enjoy in May 2021.

Reach out to Penny ( to discuss sponsorship opportunities for your brands.

Follow on and and sign up to the newsletter on and watch as Australian Cocktail Month comes to life.

Andy Young

Andy joined Intermedia as Editor of The Shout in 2015, writing news on a daily basis and also writing features for National Liquor News. Now Managing Editor of both The Shout and Bars and Clubs.

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