# Festive Drag Performance Partnerships Whyte & Mackay Has Partnered with Sink The Pink This Season By Michael Hemsworth | Published 2019-11-30 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/whyte-mackay References: [conveniencestore](https://www.conveniencestore.co.uk/products/wildcat-gin-partners-with-drag-artists-for-christmas-activity/599963.article) & [whyteandmackay](https://whyteandmackay.com) Gin brand Whyte & Mackay has announced a partnership with drag queen collective [Sink The Pink](https://sinkthepink.co.uk) to help launch a new gin just in time for the holiday season. The partnership will see the new Wildcat Bramble gin promoted as part of the Sink The Pink's campy Christmas show that will be embarking on a five-week run starting next month in Islington, London. The collaboration comes hot off the heels of a previous partnership and is sure to be well-received by patrons who take in the Christmasy drag-focused performance this season. Head of Modern Spirits at Whyte & Mackay Kenny Nicholson spoke on the new partnership saying, "Following the success of our partnership with Sink The Pink’s first nationwide tour, where we partied with more than 6,000 Wildcats, we couldn’t wait to reunite for their Christmas production. Sink The Pink’s eclectic audience captures the spirit of Wildcat and we’re looking forward to continuing the partnership into 2020. Watch this space!” ## Trend Insights (Trend Hunter) - Score: 1.3/10 - Popularity: 18% | Activity: 12% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Festive Drag Performance:** Disruptive innovation opportunity: Collaborate with performance groups to create unique experiences and promote brand partnerships during the holiday season. - **Partnerships with Influencer Collectives:** Disruptive innovation opportunity: Forge collaborations with influential collectives to tap into their engaged audience and boost brand visibility. - **Campy Christmas Shows:** Disruptive innovation opportunity: Develop entertaining and festive shows that cater to niche audiences and offer brand partnership opportunities. ### Where This Applies - **Alcohol and Spirits:** Disruptive innovation opportunity: Create unique flavor collaborations or limited edition products that align with festive themes and partner with performance groups for promotion. - **Entertainment and Performance:** Disruptive innovation opportunity: Collaborate with alcohol and spirits brands to create immersive experiences that combine entertainment and product promotion. - **Marketing and Branding:** Disruptive innovation opportunity: Explore unconventional partnerships with performance groups to create captivating brand experiences and leverage their dedicated fan base. ## Related on Trend Hunter - [Design-Forward Gin Partnerships](https://www.trendhunter.com/trends/tanqueray-n-ten.md) - [Influencer-Crafted Gin Cocktails](https://www.trendhunter.com/trends/tanqueray-gin-holiday.md) - [LGBTQ+ Community-Owned Distillery's](https://www.trendhunter.com/trends/queer-spirits.md) - [Expansive Pride Activations](https://www.trendhunter.com/trends/2slgbtqi-community.md) - [LGBTQ+ Vodka Campaigns](https://www.trendhunter.com/trends/coming-out-again.md) - [Holiday Cocktail Experiences](https://www.trendhunter.com/trends/holiday-cocktail-experience.md) - [Festively Illuminated Gins](https://www.trendhunter.com/trends/christmas-lightup-gins.md) - [Social Persona-Liked Whisky Cocktails](https://www.trendhunter.com/trends/social-persona.md) - [Female Mixologist Cocktail Campaigns](https://www.trendhunter.com/trends/mataroa-mediterranean-dry-gin.md)