Boozy brunches big business as the new cocktail hour

FORGET smashed avocado and activewear, brunch has become the new cocktail hour, with Melburnians wanting to avoid cold winter nights making breakfast the most glamorous meal of the day.

Maxima De la Rosa De Dios, and Morgan Edwards at Baroque House, wearing Ted Baker cocktail dresses. Picture: Alex Coppel

FORGET smashed avocado and activewear, brunch has become the new cocktail hour.

Taking its cue from cultural epicentres New York and Dubai, where big thirsts are big business in the brunch trade, Melburnians wanting to avoid cold winter nights are making breakfast the most glamorous meal of the day.

Melbourne’s first Grand brunch is taking place on Saturday at Baroq House. Held in conjunction with Moet & Chandon Grand Day, a line-up of similar events will be taking place in more than 80 countries around the world.

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The events will bring together over a million people from Hong Kong to Lagos, Geneva to Montreal, with Baroq House hosting the Melbourne celebration.

Maxima De la Rosa De Dios, and Morgan Edwards at Baroque House, wearing Ted Baker cocktail dresses. Picture: Alex Coppel

Michael Harris, co-partner of Baroq House, said Melbourne’s first grand brunch will give breakfast an intentional flair.

“Melbourne is so incredibly passionate about food and wine that people seem to celebrate brunch as an occasion rather than just a meal,” he said. “There is so much competition that venues need to do something to make themselves stand out … which is what we have done with The Grand Brunch.

“Ditch the active wear and matcha lattes, and opt for champagne towers, ice sculptures, live performances and dancing.”

The Grand Brunch is the latest in a string of breakfast institutions offering boozy, bottomless brunches with an endless supply of prosecco, mimosas and champagne.

Venues include at House of Lu Lu White in South Yarra, Richmond’s new haunt Fargo and Co, Turning Point at Ripponlea and Gingerboy in the CBD.

Tickets are $189.