Driving a reappraisal of what vodka can mean to consumers

摘要

The three founders behind one of Australia's latest vodkas. Idle Hour, set themselves lofty goals after entering the market with handmade rye vodka. Co-founder and spokesman tor the company. Ewen Pettit. one of the minds behind the development of White Claw seltzer, said the market had stagnated in recent years and was ripe for something innovative. like handmade filtered and unfiltered rye vodka. Pettit said his time on the White Claw development team had given him critical insight into the buying and drinking behaviours of consumers and how that related to vodka, specifically the uber popular Tito's Handmade Vodka. "Mv observation at the time was it had basically positioned itself as a bourbon that happened to be a vodka." said Pettit.