Free Subscription

  • Access 15 free news articles each month

Professional

Try one month for $4
  • Unlimited access to news,insights and opinions
  • Quarterly and weekly magazines
  • Independent research reports and forecasts
  • Quarterly webinars with industry experts
  • Q&A with retail leaders
  • Career advice
  • 10% discount on events

How Aussie start-up Idle Hour is bringing back vodka with the Grand Prix

(Source: Supplied)
Vodka brand Idle Hour has entered a new three-year partnership with the Australian Grand Prix to bring vodka back into local cocktail culture.  Launched in 2020, Idle Hour creates rye-based vodka infused with flavour in an attempt to avoid the ‘neutral’ and ‘pure’ trappings of most large vodkas, instead offering something akin to a gin or whiskey: a fully flavoured spirit able to stand on its own. And, for the next three years, Idle Hour will sponsor and supply its product to official G