The Formula 1 Australian Grand Prix is set to return to Melbourne for the 28th time between Thursday 21 March and Sunday 24 March this week.
The event presents a unique marketing opportunity for brands due to both its scale and relatively affluent market. Last year, an estimated 444,600 people were in attendance trackside, along with the many more who tuned in via TV and online. This made it the second largest F1 event of the 2023 calendar year.
Organisers believe 2024 is likely to extend upon last year’s figures after race-day tickets sold out within two hours of going on sale. With F1 destinations estimating an average spend of $1,770 per fan during their Melbourne Grand Prix stay, the four-day event also poses an invaluable opportunity for brands to capitalise on in-person activations and spends.
The list of liquor industry partners for 2024 includes Idle Hour Vodka, Bundaberg Rum, Coca-Cola Europacific Partners, Patient Wolf Distilling Co., and Canadian Club. Idle Hour Vodka, now returning as a partner for a third consecutive year, has partnered with a series of restaurants and bars across Victoria for the rollout of its official Australian Grand Prix-inspired cocktails and vodka-infused degustation menu.
“Through this campaign, we aim to extend the thrill of the Grand Prix beyond the confines of the racetrack and offer a taste of the excitement to all Victorians,” said Ewen Pettit, Co-Founder and Director of Idle Hour Vodka.
“Our exclusive cocktails are meticulously crafted to capture the essence of the race and elevate the palates of vodka enthusiasts across the state.”
Venues included in the partnership include Tempo Restaurant and Bar in Geelong, Stringers Sorrento on the Peninsula, Token in South Yarra, Maven by Morgan in Fitzroy, and Pascale Bar and Grill at QT Melbourne. The official Australian Grand Prix 2024 cocktails include the Lift and Coast: a blood orange and rhubarb vodka smash, the Rumblestrip: a mandarin cosmopolitan, and the Jumpstart: a grapefruit and pomegranate vodka sour.
“We are delighted to welcome Idle Hour Vodka to Pascale Bar & Grill throughout March,” said Kristen Foat, General Manager at QT Melbourne.
“This collaboration offers locals and tourists alike a unique opportunity to immerse themselves in the electrifying atmosphere… It’s an exciting fusion of the race’s adrenaline and Idle Hour Vodka’s sophistication, perfectly aligned with QT’s ethos of quirky luxury.”
In addition to the cocktails, the restaurants have also incorporated Idle Hour’s rye-based vodka into a number of their menu items. This includes a Chilli Prawn and Vodka Pizza at Stringers and a Vodka Washed Ora King Salmon at Token.
“We’ve curated an exclusive lineup of three Grand Prix Idle Hour cocktails, expertly crafted to complement our limited edition vodka-infused food menu which includes Chilli Prawn and Vodka Pizza and Vodka Cured Snapper Crudo,” said Ash Hicks, executive Chef at the Darling Group.
This year’s restaurant activation follows on from Idle Hour Vodka’s immersive art guest experience during the 2023 Grand Prix. Idle Hour Vodka is also giving away a number of exclusive tickets and experiences for the upcoming Grand Prix, with entries open until midnight tomorrow 19 March.
More details about the upcoming Grand Prix can be found here. More information on Idle Hour can be read on their website.
