The makers of Idle Hour Vodka diversified into Tequila last year to capitalise on the new wave of growth expected in the category. They have now formed a partnership with the UFC with RTD Delgados Tequila Soda becoming the Official Tequila Soda of the events in Australia and New Zealand.
The partnership with UFC includes live event integration at two UFC events in the region and VIP Sweepstakes featuring highly in-demand tickets to UFC 284: Makachev vs Volkanovski as well as UFC event viewing parties.
The announcement also sees the group emerge in the market with a new name: Superdrop as the company broadens beyond Idle Hour to also include the aforementioned Delgados Tequila – Australia’s first tequila soda brand – as well as Tequlia Soldada.
The company says its market approach is to be a pioneer for emerging categories and to revitalise those categories that are becoming tired.
“Superdrop’s core team has a strong track record of seating and building brands in the drinks space. Superdrop draws on that experience to detect early signals to establish new market opportunities with connective ideas and world class liquids,” it says.
The company reports that it has quadrupled in size since 2020 and it counts EDG, Coles Liquor Group and a number of top tier independent banner groups as strategic partners.
The UFC partnership follows a four year sponsorship deal secured by the group for its Idle Hour Vodka with the Australian Grand Prix in 2022.
Delgados Tequila Soda is packaged in Melbourne, made with Tequila imported from Mexico and is available in three flavours: Grapefruit & Jalapeno; Lime & Basil; and Pineapple & Ginger.
“Just like our product, UFC is as real as it gets. We have a full calendar of events, activations and promotions that will truly connect with our drinkers and UFC fans. We can’t wait to get started, as all roads lead to Perth in February for UFC 284,” says Founder, Ewen Pettit.
Delgados Tequila Soda cans carry a RRP of $34 for a four-pack and will be stocked nationwide in all good wholesalers and online directly at www.sipdelgados.com
