Pub chain renames Australia Day to ‘Long Weekend’ in rebranding effort
An Australian pub chain initially decided not to celebrate Australia Day at its 200 venues nationwide but later apologized. It now seems to refer to Australia Day as a ‘long weekend.’
In 2026, Australia Day falls on a Sunday, making the following Monday a public holiday as well, hence the term ‘long weekend.’
Australian Venue Co, with its parent company based in Hong Kong, previously announced it would not observe Australia Day at its venues due to concerns for Indigenous Australians. After facing backlash, the chain apologized and allowed patrons to celebrate the holiday as they wished.
As Jan. 26 approaches, a review of the venue chain’s website shows the term ‘long weekend’ replacing Australia Day in event listings.
For example, the historic Old Bundy Tavern in Bundaberg, Queensland, is hosting a “Long Weekend Club” event from Jan. 24 to 26, featuring a pool competition with complimentary pies and sausage rolls.
Other Queensland venues like the Beenleigh Tavern and Mackay’s Beenleigh Hotel are hosting a “Summer Long Weekend” event and “Long Weekend Party,” respectively.
Meanwhile, Victoria’s Fargo and Co refers to it as a “Jan Long Weekend,” and the Telegraph Hotel in Hobart describes it as a “January Long Weekend.”
Promotional materials for these ‘long weekend’ events do not depict any Australian iconography but feature generic illustrations like guitars, pool tables, or flowers.
Some venues seem not to have listed any events for Jan. 26 at all.
Most Support Australia Day
Indigenous MP Jacinta Price criticized the company for promoting events to attract customers while refusing to acknowledge Australia Day.
Academic and Indigenous commentator Anthony Dillon urged Australians to celebrate Australia Day without shame, resisting cancel culture.
A survey found that a majority of Australians support celebrating Australia Day on Jan. 26, which commemorates the arrival of the First Fleet in 1788 and the beginning of European colonization of Australia.
The Australian Venue Co has not responded to requests for comment.
