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Vodka start-up Idle Hour’s recipe for success

Australian startup Idle Hour Vodka is challenging the market stranglehold of traditional vodkas by creating a flavoured rye version. Founder Ewen Pettit says mass-market vodka brands “celebrate neutrality” but Idle Hour takes a different approach, “fully leaning into the flavour”. Inside FMCG interviewed Pettit on how the Covid-19 crisis led to the formation of Idle Hour Vodka, what makes rye vodka different – and the company’s plans for the year ahead. Inside FMC
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