Australian spirit brand, Idle Hour, has announced it has been named as the official vodka partner of the Formula 1 Heineken Australian Grand Prix for 2022, 2023 and 2024.

The three year deal will see Idle Hour provide its RTD vodka soda range across all bars at the Grand Prix, as well as a list of exclusive cocktails at the Idle Hour bar in the event’s culture district, M-Lane.

Idle Hour’s Co-founder, Ewen Pettit, said the announcement signifies the start of a considerable new chapter for the brand, which has had an explosive journey already over its relatively short history.

“This marks the beginning of a significant partnership for Idle Hour. The Formula 1 Heineken Australian Grand Prix has long been one the most important events on the cultural calendar and we are delighted to bring our remarkable vodka to cocktails and drinks across the festival,” Pettit said.

“This was the perfect opportunity to celebrate Melbourne’s iconic cocktail culture. We wanted to create a curated experience that provides all guests with a true taste of Melbourne, unparalleled and uncompromised, just like our vodka.

“Our vodka is award-winning, world class and in good company at the Formula 1 Heineken Australian Grand Prix.”

Australian Grand Prix Corporation CEO, Andrew Westacott, said the new partnership will showcase a unique taste of Australia for guests to the event, which has sold out tickets for the Saturday and Sunday.

“We’re thrilled to partner with an Australian brand that is reinventing the vodka category in a truly Aussie way. Idle Hour’s flavours and cocktails are the perfect blend of sophistication and experimentation that fans will love,” Westacott said.

The cocktails that feature at Idle Hour’s M-Lane bar were created from a challenge posed to some of Melbourne’s leading bartenders, and will feature Idle Hour’s award-winning range of vodkas in highball style drinks.

The menu features cocktails from Melbourne bars Neptune, New Gold Mountain, Madame Brussels and Lover Bar, each seeking to recreate different elements of the city, such as the hidden bars and flavours from its famous hospitality precincts. The cocktails will be served exclusively at Idle Hour’s premier bar at the Formula 1 Heineken Australian Gran Prix from 7 to 10 April.

Brydie Allen

Brydie Allen is the Editor of National Liquor News. She has been with Food and Beverage Media since 2019, when she joined the company as a journalist across National Liquor News, Bars & Clubs, The...

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