Tamara Craig had the idea for VOULEZ Vodka in 2019, but it took a personal turning point to finally bring it to life. In this Crumb Wire profile, the founder shares what’s behind the bottle and why she’s in no rush to scale it just yet. Tell us a bit about yourself – what’s your background and what led you to the world of food and drink? My name is Tamara Craig, founder of VOULEZ Vodka – an ultra-premium, small-batch spirit crafted with precision and elegance. The idea for VOULEZ began in 2019 while I was living in the United States. For years, it remained a vision – a vodka inspired by high fashion, with a minimalist aesthetic and a smooth, refined profile. But like many ideas, I let fear hold me back. In 2023, after the loss of my daughter Zoë, everything shifted. Witnessing her strength and fearlessness changed my perspective entirely. I made a promise to live differently – with courage. VOULEZ was born from that promise. It is more than a brand – it is an expression of resilience, intention, and a way to celebrate life’s meaningful moments. Tell us about the product. What makes it unique? The ingredients behind VOULEZ matter deeply to me, as they reflect the values at the heart of the brand. It is crafted from a bespoke blend of locally grown potatoes and Australian wheat, chosen with intention. I selected a potato base deliberately – it represents humility, resilience, and transformation. When treated with care, it delivers exceptional softness and richness. The exceptional quality of these raw ingredients gives VOULEZ its distinctive character, allowing it to require no filtration – preserving its purity in its most natural form. VOULEZ is built on a philosophy of minimalism and honesty: nothing is added unless it serves a purpose. Every element is considered, refined, and there because it truly belongs. Talk us through the journey of your brand. What have been some of the key achievements and challenges along the way? VOULEZ started as a promise project – something that helped carry me through the loss of my daughter, giving me purpose and a way to move forward. Over time, it has evolved into a true passion project. One of the key achievements was reaching the perfect blend after nearly a year of research and development – the exact profile I had envisioned. The journey has required patience and a deep belief in myself. The challenge has been building a luxury brand with intention, resisting the pressure to scale too quickly, while staying true to that original vision. How has the Australian market responded to the brand and what has surprised you most? It has been both challenging and deeply rewarding. Launching a luxury brand means putting something personal into the world and allowing it to be judged. What has been most reassuring is the response from those who truly understand quality. Hospitality professionals, sommeliers, and consumers who have experienced VOULEZ have embraced it – not because it is loud, but because it is honest. What is one thing you wish more people knew about the work you do? That it’s a craft of patience and intention. Every detail, from the liquid to the experience, is considered. It may appear effortless, but behind it is constant refinement, resilience, and an unwavering belief in creating something truly exceptional. How do you see food and drink culture in Australia evolving and how does your brand fit in? Australia’s food and drink culture is becoming more discerning, with a growing appreciation for craftsmanship, provenance, and experience over volume. There is a clear shift toward quality, intentionality, and brands that tell a meaningful story. VOULEZ fits within this evolution by offering more than just a spirit – it offers a considered experience. Rooted in precision, simplicity, and authenticity, it speaks to a consumer who values detail and quiet luxury. As the industry moves toward depth over excess, VOULEZ is designed to sit naturally within that space – refined, purposeful, and enduring. What keeps you inspired as a founder? What keeps me inspired is the promise I made to my daughter. Whenever doubt starts to creep in, I remind myself not to let fear take over. That perspective grounds me, bringing me back to why I started and giving me the strength to keep moving forward with intention. What’s next for you and the brand? What comes next is about depth, not scale. I’m focused on creating meaningful experiences around VOULEZ, such as intimate tastings, thoughtful partnerships, and moments that feel aligned with the spirit of the brand. It’s not about chasing growth for the sake of it, but about building something lasting. Something considered, quietly confident – the kind of brand that doesn’t need to announce itself. And finally, what do you like to do when you’re not at work? To be honest, I’m working most of the time. VOULEZ is my side project alongside my consultancy in transport, which has helped fund my VOULEZ dream. Right now, life is beautifully full. I’m expecting a baby boy soon, so it’s busy – but I’m deeply grateful for this second chance at motherhood. Find more food and drink features on Crumb Wire.