Brisbane’s Idle Hour Vodka is on the fast track to the world stage after signing a three year partnership deal to become the official vodka partner of the Formula 1 Australian Grand Prix.
Founder of the premium vodka from Brisbane, Ewen Petit, acknowledges that he and his team were competing against far bigger players and are definitely a David, rather than a Goliath, in this story.
“It takes the brand to a whole new altitude,” Mr Petit told Drinks Trade.
“For our brand, it is a watershed moment. The opportunity to put a world class vodka on the world stage in a meaningful way.”
Mr Petit says believes that the hugely popular Netflix series, Drive to Survive has transformed the way the event is perceived and that the collaboration with the Grand Prix is an opportunity to promote high end cocktail culture.
However, he says, “We have a shared vision for how a partnership should work…For us it is not just about the race. It is about the culture around it, the drama and so much more."
Over the weekend of 8 & 9 April, Idle Hour will be the pouring vodka at public bars and in the corporate boxes along with its premium RTD, Idle Hour Vodka and Soda made with the award-winning Australian rye vodka. A list of exclusive cocktails created by Melbourne’s leading bartenders will also be on offer at its own Idle Hour bar in the event’s culture district, M-Lane.
“If you’re watching from the track, you can find Idle Hour Vodka and our premixed vodka + soda range being served at all the public bars and when you need to take a break from it all, you can waste time well with a few delicious cocktails at the Idle Hour bar in M Lane,” suggests Mr Petit.
Sounds like an excellent way to waste time to us.
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