Queensland made vodka secures national distribution partnership

June 17, 2021
By Ioni Doherty

Brisbane born Idle Hour Vodka is set for national distribution after signing with premium drinks distributor Craft Revolution this week. 

Distilled locally from locally sourced ingredients, Idle Hour launched six months ago with the founding team focused on establishing a strong foundation in Queensland before expanding its reach across borders. Idle Hour has been stocked in 150 retail outlets across the northern state since its launch.

 “We launched into Queensland and spent time listening to feedback and understanding the market” says co-founder and director of Idle Hour Vodka, Ewen Pettit, “But now we are ready to expand and we are proud to be working with the team at Craft Revolution in the next phase of our growth.”

The appointment of the national distributor comes just weeks after Idle Hour Vodka was awarded silver and bronze medals at the prestigious San Francisco World Spirits Competition. 

Adding the Brisbane-born brand to its roster of premium imported and domestic drinks, Craft Revolution wanted to present a premium, award-winning Australian vodka to its customers.

“We see a great deal of energy around premium vodka in this market so a product and brand of Idle Hour’s calibre felt like a natural fit for us. As the Australian Made premium spirits category continues to grow, we believe Idle Hour Vodka is a brand that has all the right credentials to grow across the country,” says Craft Revolution National Sales and Marketing Director, Vaughan Thompson. 

“To be recognised on the global stage at the San Francisco World Spirits Competition is no easy feat, especially when you consider Idle Hour launched just 6 months ago. We see that as a major advantage in addition to the brand’s contemporary look and feel.” 

Idle Hour Vodka seeks to challenge the way Aussies taste and experience vodka. Made with grain rye, the Brisbane born brand serves a distinctive spiced taste with a creamy texture and a clean finish. 

Founder and director of Idle Hour Vodka, Ewen Petit, loves the compotision of rye and what it does for a a spirit once celebrated for its neutrality.

He says, “The earthiness of the rye gives us more character and depth to play with. Hints of spice and pepper, chocolate or hazelnut creaminess. It’s the perfect grain to create a more textured vodka. Also, in Australia, we can distil to 73%, only a bit higher than most whiskies. For a vodka, this lets us retain so much more of that special rye flavour.”

The new partnership is said to be the next step to bring the brand to the forefront of spirits in the Australian market as the Idle Hour team readies a new series of Australian natively flavoured vodkas which will be in-store in the next few weeks and a new RTD range scheduled to launch later this year.

Petit told Drinks Trade about the new Native Series. He said, “We wanted to do a flavoured vodka properly. We’re not big fans of those cloying sweetened vodka that completely ignore the actual spirit. We’ve been working on a new subtly flavoured range that doesn’t compromise the integrity of the vodka. Rather, adds intriguing and floral notes to the vodka. We have been working with local flavours to achieve this. Our first expression is expected to be released in the next few weeks.”

Idle Hour Vodka, will now be available at leading wholesalers, selected Dan Murphy’s and independent retailers.

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