Idle Hour RTD puts vodka at the flavour front

January 19, 2022
By Ioni Doherty

Idle Hour has launched a new range of native inspired, premium RTDs.  Idle Hour’s Vodka + Soda Range blends Idle Hour rye vodka with soda water and local Australian flavours and will be stocked in retailers from February onwards. 

The latest creation from Idle Hour hits shelves is now available and the on-trend product fits well given the current climate where global market demand for vodka is expected to increase by 1.45% YOY in 2021, and revenue growth for the Australian RTD mixed spirit industry category is expected to grow by 2.4% during this year.

“The vodka renaissance is upon us,” says co-founder and director Ewen Pettit. “Vodka is on the verge of a massive resurgence and we have created something truly unique for the Australian market.”

Mr Pettit’s professional experience includes stints with market leading hard seltzer brand White Claw as well as Heineken and Pernod Ricard.

Unlike other vodka RTDs, the Idle Hour RTD range accentuates the taste of the locally sourced rye vodka which sits perfectly alongside subtle fruit and natural botanical flavours.

The range features native inspired flavours including Lime & Bramblebush, Passionfruit and Lemon Myrtle, Wild Peach and Grapefruit and Apple and Ginger.

“We know the demand is there,” says Mr Pettit referencing the increase in vodka consumption by 6.7 per cent this past year. “And we sought to bring something new and inspired to Australians this season.”

Available in 330ml cans at 5 per cent ABV, Idle Hour’s Vodka + Soda range sits as a unique product offering on shelves designed to appeal to both genders, a rarity within the vodka RTD category which traditionally skews female.

“The design speaks to Aussies as a whole, not specific genders or ages, ” says Lachie Goldsworthy, co-founder and creative director.

With just over 100 calories and zero added sugar, the Idle Hour Vodka + Soda range will certainly appeal to the more health conscious drinker.

Idle Hour’s RTDs are now available through Craft Revolution and leading wholesalers, Idle Hour’s new RTD range is an exciting addition to the Australian vodka category.

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