/ Nov 04, 2026
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2025

Founder Profile: Brazen Brownies’ Caroline Kropack on quality over quantity

Pallavi Mathur011 mins

From lawyer to brownie maker, Caroline Kropack swapped contracts for chocolate and never looked back. In this Crumb Wire profile, the Brazen Brownies co-founder talks about the art of indulgence, building a business on joy and why there’s a lot more science behind a perfect brownie than most people think. Tell us a bit about yourself – what’s your background and what led you to the world of food and drink? Before we found ourselves elbow-deep in chocolate, I was a lawyer and George was a relationship banker. Mine was a career that taught me discipline and attention to detail – both of which I’ve carried into the kitchen.  But I missed creativity, connection and the joy that comes from sharing something you’ve made. I had always baked as a side passion and found myself obsessed with perfecting texture, balance and flavour.  Over time, that love – and George’s love for people, culture and community – evolved into a business built on quality, indulgence and a touch of fun and we haven’t looked back since. Tell us about the product. What makes it unique? Our brownies are all about indulgence done properly, rich, fudgy and made with no compromise on quality. Every batch is handcrafted using premium ingredients and we treat flavour the way a chocolatier would, with balance, depth and attention to texture.  What makes our brownies unique is the way they combine nostalgic comfort with a bold, modern edge. Whether it’s a classic flavour or one of our more daring creations, we want every bite to feel like a little moment of luxury. Talk us through the journey of your brand. What have been some of the key achievements and challenges along the way? Our brand grew out of a love for baking and a desire to create something meaningful. Something that people will love and remember and keep coming back for more. From baking at home to building a full business, every step has been a mix of excitement and learning curves.  Entering our brownies in renowned food industry award competitions and winning gold medals have been huge milestones, it reminds us that small beginnings can lead to big things. And to win the respect of culinary experts in the industry is humbling.  The hardest part has been balancing growth with staying true to what makes us special: that handcrafted small batch baking and care and the feeling that every brownie is made just for you.  How has the Australian market responded to the brand and what has surprised you most? The response has been amazing. Australians seem to genuinely enjoy the little moments of indulgence our brownies offer. What’s surprised us most is seeing how much joy people get from sharing them. It’s like the happiness we bake into every brownie ripples out when our customers gift them to others, turning each bite into a shared moment that creates memories.  Seeing our brownies become part of celebrations, gifts and little acts of kindness has been incredibly rewarding – it’s exactly the connection we hoped to create.  What is one thing you wish more people knew about the work you do? People often think a brownie is just a brownie. Maybe because brownies are not considered pretentious or fussy desserts. But to achieve the high quality and standout taste of our brownies is not just a matter of throwing ingredients in a mixer and shoving them in an oven. People don’t often understand how much thought, technique and care that goes into crafting each and every batch. We take a lot of time to carefully source all of our ingredients and use Australian made and grown wherever possible.  Fun fact: not only are our trays of brownies small batch made and mixed by hand, but each and every one of our brownies is handmeasured and handcut. Behind the scenes, it’s serious work, but with a delicious outcome.  How do you see food and drink culture in Australia evolving and how does your brand fit in? Australians are embracing bold flavours, high-quality ingredients and treats that don’t play it safe and that’s exactly what we do. Our brownies are unapologetically indulgent and designed to spark joy, whether it’s a treat for yourself or a gift for someone else. We like to think of ourselves as part of the movement that’s putting fun, flavour and a touch of wickedness back on the Australian dessert map. People have also come to appreciate that often “less is more”. It’s no longer about quantity, but it’s quality.  People are generally prepared to spend that little bit more money to buy a quality product even if it’s smaller in size. That’s why our brownies are very popular in the wholesale space, with cafes and restaurants looking for better quality in their offerings.  What keeps you inspired as founders? We continue to be inspired when people keep coming back for more. Knowing that the care, flavour and quality we put into every brownie resonates with people so strongly that they want to experience it again and again. It’s a reminder that the work we put in connects with people.  We also take a lot of inspiration from other food producers, whether it be those with more experience than us, who we admire and from whom we learn, or producers new to the market who are filled with fresh ideas and passion.  What’s next for you and the brand? Next for us is continuing to grow our presence while staying true to what makes our brownies special – quality, craftsmanship and the joy of sharing. We’re always exploring new flavours, limited editions and ways to bring our treats to more people across Australia, all while keeping that handcrafted touch intact. Ultimately, our goal is simple: keep spreading joy and indulgence, one decadent, memorable bite at a time.  And finally, what do you like to do when you’re not at work? When not at work, you’ll often find me and George outdoors walking our dog…

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The verdict’s in: Sydney can’t stop talking about Auntie Anne’s pretzels

Pallavi Mathur07 mins

Earlier this month, Auntie Anne’s pretzels opened a new storefront in Sydney’s Queen Victoria Building –  the second of five planned launches in Sydney this year. Since the first Australian store opened in Parramatta, pretzel lovers have turned out in full force. This is in part due to the clout the brand brings from its success in the United States, but the local team’s social media game has played an equally important role. In the lead-up to the QVB launch, Auntie Anne’s teased the location on Instagram and TikTok, challenging followers to guess where they’d pop up next. Let us be the first (or last) to tell you – with clips featuring a corner of the Queen Victoria statue, the iconic streetlights on the corner and the highly identifiable floor tiles – it wasn’t hard to guess.  The next video came shortly after. “POV: We spent weeks planning a marketing campaign for our next opening, but the whole city has clocked the location,” read the caption.  Was Auntie Anne’s a beacon of subtlety? Not particularly. Was this a clever marketing campaign? Absolutely.  Rolling with creators Ahead of the grand opening, the QVB venue invited creators from across Sydney to try some of Auntie Anne’s best and experience what happens behind the scenes.  Instagram creator @our_unpredictable_journey was invited to the kitchen, where she learned to roll, twist and bake the signature pretzels. “It looks easy, but it’s really tricky,” she admitted in her video.  Another creator, @lavenia_clarabelle asked Sydneysiders to save the date post her preview. They serve freshly baked pretzels in both sweet and savoury flavours”, she shared with her followers. “My favourite is the pepperoni cheese pretzel and they also have sweet almond cream cheese and pretzel dogs.” What are people saying? On October 11, queues formed at the new QVB store as fans lined up for their fix of Auntie Anne’s pretzels, which have quickly gained cult status since their Australian debut. With two storefronts now serving an already loyal customer base, here’s the feedback the new franchise has received so far.  Sydney-based American TikTok user @madrobichaux said she waited in line for an hour. “Auntie Anne’s used to be one of my comfort snacks in America,” she shared. “There is nothing better than a day full of shopping and a little cinnamon pretzel to wrap up your day.” Her one request was that the brand add the sweet glaze dip – a staple pairing in the US – to its Australian menu. Not every review was glowing. Some American expats who attended the Parramatta opening said the pretzels “didn’t quite capture the classic Auntie Anne’s flavour we know and love from the US locations.” Others, however, couldn’t get enough. @alicechow_n noted that there’s a three-item limit per order, adding, “There is still a line outside and I can definitely see why.” “They make it fresh in store with a dough that is so soft and pillowy, filled with a lot of cinnamon sugar,” she said. “I waited in line for two hours for a pretzel instead of studying and it was 100% worth it,” said Sydney-based @snackingclub in an Instagram post a little after the Parramatta opening.  “I have loved Auntie Anne’s since birth and now I don’t have to trek all the way to Auntie Anne’s in Indonesia to fulfil my cravings.” The long lines are a running theme in user-generated content for both the Parramatta and CBD stores, which is to be expected given their proximity to key transport hubs. In July 2025, with the launch of the Australian flagship, friends-turned-business partners Yu Jin-Lett and Johann Wong announced plans to roll out 60 locations across Australia, with five new openings already on the horizon in the following 12 months. With the QVB store now operational and more on the way, Sydney’s pretzel future looks golden – and a little bit twisted. Find more food creator features on Crumb Wire.

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Infuzions Air Fries Aioli Multipack lands in Woolworths

Pallavi Mathur02 mins

Majans is expanding its Infuzions range with the launch of the Air Fries Aioli Multipack, arriving in Woolworths stores across Australia today, October 20. The new release brings one of Infuzions’ most popular flavours into a portion-controlled format, tapping into the growing demand for convenient and lighter snack options. Made from 100% Australian-grown split peas and carrying a 4-star health rating, the multipack is designed to suit family households and on-the-go snacking. “Multipacks are a proven way to drive repeat purchases, especially among family shoppers,” says Rick Raniga, Director at Majans. “With Aioli now available in this format, Infuzions strengthens its position as a household staple and a growth engine for retailers.” Available exclusively in Woolworths’ Health aisle, the Air Fries Aioli Multipack aims to increase accessibility for shoppers seeking better-for-you alternatives without sacrificing flavour. Based in Brisbane, Majans is a family-owned Australian company known for creating snacks made with quality ingredients. The business continues to grow through its Infuzions and Bhuja ranges, both of which focus on health, sustainability and strong flavour. Majans’ Bhuja range has become a staple on Australian shelves for its bold seasoning and signature crunch. With Infuzions and Bhuja, the company continues to expand its reach among shoppers looking for snacks that balance taste and mindful eating. Find more food retail updates on Crumb Wire.

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The Botanica Vaucluse goes green with a weekend vegan menu

Crumb Wire03 mins

The Botanica Vaucluse will mark World Vegan Day with a special three-course vegan menu available for one weekend only, from Friday, October 31 to Sunday, November 2. The eastern suburbs restaurant, led by co-head chefs Abby James and Thai Sams, will serve a $99 menu that highlights the versatility of plant-based ingredients. Diners can expect to indulge in dishes like potato gnocchi with roast zucchini, fioretti and dukkah, broccolini with mojo verde and smoked almond, and Koshihikari rice pudding with coconut, kaffir lime and pandan. “Seasonality and produce have always guided The Botanica,” says James. “For World Vegan Day, we wanted to create something that celebrates the same creativity and flavour – just through a different lens.” In line with the philosophy Set among the greenery of Vaucluse, The Botanica Vaucluse is known for its calm, garden-side atmosphere and connection to the land. Known for its garden setting and gluten-free approach, the restaurant focuses on local and seasonal produce. Many of its ingredients are grown on-site or sourced from nearby producers, reflecting the restaurant’s farm-to-table philosophy. James, who trained at Quay and Jonah’s before joining The Botanica in 2023, brings a multicultural perspective to the menu, drawing from her Chinese, Japanese and Native Malaysian heritage. Co-head chef Thai Sams, who joined from Bentley Restaurant & Bar, grew up in northern NSW and takes a grounded approach to cooking shaped by his rural upbringing. “The Botanica is not changing, we’re just doing it better,” says James. “With two chefs leading the kitchen, the philosophy stays the same, but the creativity and energy have doubled.” Together, the pair bring 28 years of fine dining experience to the kitchen, steering The Botanica into a new phase that builds on its gluten-free foundations while continuing to explore new ways to showcase seasonal produce. The World Vegan Day menu is a one-off addition that continues The Botanica’s focus on thoughtful, produce-led cooking. Source: Candid Comms Find more dining out updates on Crumb Wire.

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El Toro Tequila launches new Pocket Cocktails range

Pallavi Mathur04 mins

El Toro Tequila has unveiled a new limited-edition release just in time for summer – the Pocket Cocktails range, a set of single-serve cocktail kits designed to make mixing easy without the bar setup. Available exclusively through Dan Murphy’s and select BWS stores, the kits combine premium ingredients with El Toro Blanco Tequila for a balanced, bar-quality drink wherever you are. “There’s always excitement around gifting season,” says Michael Newbold, Senior Brand Manager. “Usually, it’s a standard bottle of spirits bundled in a festive box next to a cheap cocktail shaker. We wanted to do something that stood out – something fun, cheeky, and that actually solves a problem: what do you buy a coworker you’ve only spoken to twice for a $15 Kris Kringle?” The range launches with two classics: The Emergency Margarita pairs El Toro Blanco Tequila with Cawsey’s Margarita Mix for a quick, refreshing serve. Just add ice, shake and pour. The Pocket Paloma blends El Toro Blanco Tequila with Bickford’s Grapefruit Cordial for a bright mix of citrus and sweetness that can be topped with soda for an easy, summery drink. “We wanted to make it as simple as possible for people to make a great drink,” says Newbold. “If you don’t have a cocktail shaker for your Emergency Marg, grab some ice and an old mason jar or protein shaker – you’re set.” The drinks are crafted with care using quality ingredients that show convenience doesn’t have to mean compromise. With their compact packaging and straightforward recipes, the kits are made for relaxed moments – an after-work drink, a festival companion or a last-minute Kris Kringle idea. “These products are a bit of fun, but we take the drinks seriously,” Newbold adds. “Follow the steps and you’ll have a bar-quality cocktail every time. At the end of the day, Pocket Cocktails are about breaking convention – proving you can have a serious drink without all the kit.” El Toro Pocket Cocktails are available now through Dan Murphy’s stores nationwide and select BWS outlets. They’re priced at $15 each or 2 for $25, with stock available for a limited time. Source: HHPR Find more retail updates on Crumb Wire.

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Crumb Wire weekly round up: October 17, 2025

Pallavi Mathur08 mins

Welcome to Crumb Wire‘s weekly round-up. Here, we’ll reshare the week’s hottest food and drink stories, launches and features. Historic Rose Bay church to be reborn as Levantine restaurant Aambra A 120-year-old church in Sydney’s east is about to take on new life as Aambra, a 140-seat restaurant celebrating the flavours and warmth of Levantine dining. Opening in November inside the former Rose Bay Uniting Church on Old South Head Road, Aambra will showcase recipes and traditions from across Lebanon, Jordan, Iraq, Cyprus and Egypt. Woolworths’ new ice cream line is inspired by Aussie bakery favourites Woolworths is serving up a new range of ice creams inspired by some of Australia’s favourite bakery treats, launched in supermarkets nationwide on Wednesday, October 15. The limited-edition line includes Woolworths Mud Cake Ice Cream, Woolworths Lamington Ice Cream and Woolworths Pavlova Ice Cream. Shelanous creators to launch Shelly, a new ten-course dining experience in Caulfield The team behind Melbourne’s Shelanous – and its two-month-long waitlist – is set to open a new restaurant called Shelly in Caulfield on November 5. Like its Port Melbourne counterpart, Shelly will guide guests through a ten-course degustation menu with matching beverages. FUNDAY Natural Sweets launches a new line of chews Australian confectionery brand FUNDAY Natural Sweets is expanding its lineup with a new range of Chews – the first of their kind in Australia with a health-forward twist. Available in two flavour packets, Strawberry & Mango Passion and Caramel, the new chewy lollies are designed to deliver all the fun and flavour of classic chews, minus the added sugar.  Wicked Sister releases limited-edition desserts inspired by Wicked: For Good Wicked Sister has teamed up with Universal Products & Experiences to launch two limited-edition dessert pots inspired by ‘Wicked: For Good’, the upcoming Universal Pictures film releasing in cinemas on November 20. The collaboration brings a taste of Oz to the chilled dessert aisle with two themed flavours: Mixed Berry & Marshmallow, inspired by Ariana Grande’s character Glinda, and Pistachio & White Chocolate, a nod to Elphaba, played by Cynthia Erivo. New Caption by Hyatt Central Sydney pairs flexible stays with food by Chef Yammi Cheung Caption by Hyatt Central Sydney has arrived in Haymarket, introducing Hyatt’s lifestyle brand to Australia for the first time. At the heart of the property is ‘Talk Shop’, a café, bar and social hub led by Head Chef Yammi Cheung. Her menu, built around a “Healthy vs Indulgent” philosophy, plays with flavour and balance in equal measure. Aroma of Indonesia brings Sydney a new look at the country’s regional cuisines Aroma of Indonesia has opened in Sydney’s CBD, bringing a new dining experience that highlights the country’s diverse regional cuisines and dishes rarely seen outside Indonesia. The restaurant sits in Barrack Place on Clarence Street and is led by husband-and-wife team Nessiana Pamudji and Ferry Tshai. NSW Tourism Awards finalists announced: Here’s the best of F&B The NSW Tourism Association has announced the finalists for the NSW Tourism Awards 2025, with over 230 nominations from across the state in a record year. From these, 125 businesses and individuals have progressed as finalists across 30 categories, with four special awards to be presented at a Gala event in November. Lauren Eldridge and Two Good Co join forces for final Paisano & Daughters bake sale Sydney’s final Paisano & Daughters bake sale of the year is set for Saturday, October 25, bringing together pastry chef Lauren Eldridge and social enterprise Two Good Co for a morning of community, creativity and sugar-dusted generosity. The morning will bring together some of Sydney’s most recognisable culinary names, with Paisano & Daughters behind venues like Osteria Mucca, Continental Deli, Mister Grotto and Joe’s Tavern. Single O and Rebound rally Sydney coffee drinkers to ‘Give a Puck’ Surry Hills cafe Single O is inviting Sydneysiders to ‘Give a Puck’ this month as it launches a new sustainability initiative with social enterprise Reground, marking NSW’s first dedicated coffee waste diversion project. A taste of Diwali: Indian-Australian food biz talks memories and mithai Diwali food is more than samosas, pani puri and gulab jamun for Indian immigrants in Australia. Flavours carry memories – of their families overseas and a wider sense of community. For those who work in food, that nostalgia lives a little closer to the surface. Indian chefs and business owners in Australia spend their days surrounded by the very flavours that define the season – spices, sweets, snacks and slow-cooked family dishes – only to serve them to others. Diwali may not come with a public holiday here, but it still carries an unshakable pull. Find more food and drink stories on Crumb Wire.

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A taste of Diwali: Indian-Australian food biz talks memories and mithai

Pallavi Mathur06 mins

Neighbourhoods lit up with twinkling fairy lights and oil lamps, the smell of incense wafting through the air, blending with the pine-scented Aussie bush and the lactonic essence of sweet milk solids – it’s that time of year again. As Australia grows more culturally diverse, its connection to festivals like Diwali, the Indian festival of lights, has deepened. With Indians now the country’s fastest growing diaspora, the festival of lights has found a warm welcome here – its sights, sounds and aromas spilling from homes and restaurants into the streets. Celebrated every year on the night of a new moon as per the lunar calendar, Diwali is explained by Hindu mythology of the triumph of good over evil. The festival comes with its own set of customs, outfits and cuisines. An unshakable pull Diwali food is more than samosas, pani puri and gulab jamun for Indian immigrants in Australia. Flavours carry memories – of their families overseas and a wider sense of community. For those who work in food, that nostalgia lives a little closer to the surface. Indian chefs and business owners in Australia spend their days surrounded by the very flavours that define the season – spices, sweets, snacks and slow-cooked family dishes – only to serve them to others. Diwali may not come with a public holiday here, but it still carries an unshakable pull. Memories of Diwali Vevek Datta, owner of Yummy Punjabi in Western Sydney’s Parklea markets, moved to Sydney from New Delhi over 20 years ago. He is celebrating the festival with a special deal on gulab jamuns this season, with Yummy Punjabi offering bulk orders at only $21 a dozen. “My favourite Diwali memories are from my childhood – we would overload on mithai (sweets) and all kinds of dry fruit. My personal go-to was chilgoza (pine nuts). I also remember the gift exchanges with friends and family, containing boxes of chocolate, sweets and other treats,” he recalls. “The best part about Diwali in the onset of Delhi winter was eating fresh, hot fish pakoras with my family.” Similar sentiments are shared by Bengali joint Kolkata Social’s chef Ahana Dutt, who remembers her childhood Diwalis fondly. “Lighting colourful candles on the balcony ledge and then waiting for the bhog/prasad. We would get khichuri in terracotta bowls from the local pandal. I also remember the smell of the toasted moong dal and ghee wafting through the neighbourhood.” For Javed Khan, the Founder of Delhi ‘O’ Delhi, Diwali has always been one of the most special times of the year,  even though growing up in a Muslim family in India, his connection to it was never religious. “The beauty of India was that every festival – whether Diwali, Christmas, or Eid – was embraced by everyone,” he says. “It was always more about love and community than rituals.” As a child, Khan would join his Hindu neighbours in the excitement – sitting with friends to make little cardboard houses they proudly called Diwali Ghar, decorating them with colourful diyas and candles. He still remembers the buzz of the ‘Diwali Dhamaka’ sales, the markets sparkling with lights, and the smell of freshly made sweets drifting through the streets. “Every home was filled with mithai in every colour and shape, but my favourite was always gujia,” he says. “Even now, the taste of that sweet filling takes me straight back to those evenings filled with laughter and friendship.” Delhi ‘O’ Delhi will honour that same spirit this Diwali – launching a variety of limited edition Diwali menu options, including the Classic ($55pp), Premium ($60pp) or the Royale or Diwali High Tea package for $70pp. This year, Diwali will be celebrated the world over on October 20, 2025. Find more food and drink features on Crumb Wire.

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Lauren Eldridge and Two Good Co join forces for final Paisano & Daughters bake sale

Pallavi Mathur03 mins

Sydney’s final Paisano & Daughters bake sale of the year is set for Saturday, October 25, bringing together pastry chef Lauren Eldridge and social enterprise Two Good Co for a morning of community, creativity and sugar-dusted generosity. The morning will bring together some of Sydney’s most recognisable culinary names, with Paisano & Daughters behind venues like Osteria Mucca, Continental Deli, Mister Grotto and Joe’s Tavern. Sweet Memories The event, held at Osteria Mucca in Newtown, will celebrate ‘Sweet Memories’, a new four-part cookbook collection from Two Good Co that explores the joy of desserts and the power of connection. The books feature recipes from culinary icons, including Nigella Lawson, Neil Perry, Maggie Beer and Eldridge, who was recently named Chef of the Year in the 2026 Good Food Guide Awards. Eldridge will be baking a selection of recipes from ‘Sweet Memories’, including her passionfruit and raspberry meringue tarts, alongside the bake sale favourites that regulars have come to love. As with all Two Good projects, half the profits from ‘Sweet Memories’ will be reinvested into employment, training and community programs for women with lived experience of domestic violence, homelessness or hardship. The organisation, which began as an organic soup kitchen at St Canice’s in Kings Cross, has since grown into one of Australia’s most impactful food-driven social enterprises. It now produces restaurant-quality dishes designed by chefs including Kylie Kwong, Andrew McConnell, Darren Robertson and Matt Moran, while also creating premium homewares and toiletries that fund its mission to make every space feel like home. The final Paisano & Daughters bake sale takes place at Osteria Mucca, 212 Australia Street, Newtown, from 9 am to 11 am on Saturday, October 25. Source: The Cru Find more food and drink news on Crumb Wire.

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Single O and Reground rally Sydney coffee drinkers to ‘Give a Puck’

Pallavi Mathur03 mins

Surry Hills cafe Single O is inviting Sydneysiders to ‘Give a Puck’ this month as it launches a new sustainability initiative with social enterprise Reground, marking NSW’s first dedicated coffee waste diversion project. The free community event will run on Wednesday, October 29, at Single O Surry Hills, where visitors who bring their reusable cup will receive a free coffee along with a ‘Giving a Puck’ reusable cup filled with compost-enriched soil and a planted coffee seed to take home. The partnership The partnership between Single O and Reground aims to tackle one of the coffee industry’s least discussed issues: spent coffee grounds. Together, the two companies have created a waste collection service that allows cafés and restaurants across NSW to easily divert used coffee from landfill. Over the next five years, the initiative is expected to recycle more than 3 million kilograms of coffee grounds, the equivalent of around 85 million cups of coffee. Single O, founded in 2003 in the backstreets of Surry Hills, has long been known for leading coffee innovation in Australia. The café and roaster helped kick off Sydney’s third-wave coffee movement, championing single-origin beans and sustainable sourcing practices well before they became mainstream. Reground, based in Melbourne, shares that same sustainability focus. Since its founding in 2014 by Ninna Larsen, the social enterprise has diverted more than 2 million kilograms of coffee and 83,000 kilograms of chaff from landfill. Its hyper-local approach connects cafés, communities and circular economy initiatives, reshaping how businesses handle waste. Participating cafés Several Sydney cafés have already signed up to the Give a Puck program, including Happyfield, Soulmate Coffee, Superfreak, The Bakery on Glenayr, Three Blue Ducks and Bills. The launch event will take place on Wednesday, October 29, from 7 am to 3.30 pm at 60-64 Reservoir Street, with one free coffee available per person for the first 400 visitors. Source: The Cru Find more food and drink news on Crumb Wire.

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Ruski refreshes its range with new 8% Lemon Black release

Pallavi Mathur02 mins

Ruski has unveiled its latest release, Ruski Lemon Black 8%, a stronger take on the classic vodka and lemon mix that aims to cater to the growing popularity of pre-drinks among young Australians. Made in Australia, the new release delivers the same crisp lemon flavour as the original Ruski but with double the strength. It joins the brand’s refreshed range, which includes Ruski Lemon 4% in 275mL four-packs, priced at $20, and the new Ruski Lemon Black 8% four-packs, also priced at $26. As nights out become more expensive, pre-drinks are once again a mainstay for younger drinkers. Ruski’s new look and campaign reflect that change, positioning the brand as part of the at-home start to a night out. “We know how tight things are for young people,” says Will Sullivan, Brand Manager for Ruski. “They’re loving pre-drinks as a way to make their dollar go further and Ruski is the perfect answer. You can have a few mates around, throw on some music and start the night right.” Lemon Ruski retains its familiar taste, made with triple-distilled Australian vodka and served in glass bottles rather than cans – a nod to the original 2000s favourite that still has a loyal following. Ruski’s new range is now available at major retailers nationwide. Find more retail updates on Crumb Wire.

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