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 our 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 our 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, quietly strengthened by the unwavering support of my husband. 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.

Ultimo cafe Kafe Kooks is offering a $20 lunch deal that includes a beer for the entire month of May and Sydney is going to want to pay attention. The cafe is running Mad About Madtarbak May throughout the month, getting diners a Madtarbak, chips or salad and a beer or soft drink for $20 flat – all day, every day. The story behind the Madtarbak makes it a significantly more interesting eat. Kafe Kooks’ version takes its cues from the traditional murtabak (or mutabbaq): a stuffed pancake or pan-fried bread found across the Arabian Peninsula, parts of the Indian subcontinent and Southeast Asia. The cafe’s interpretation is a roti-based toasted sandwich, folded around a filling and grilled. Current fillings on the menu are: Classic Thai: beef curry and egg with cucumber relish Mother & Daughter: curried chicken and egg with cucumber relish Cubano: roast pork, smoked ham, Swiss cheese, pickled cucumber and mustard A rotating weekly special will also run throughout May, cycling through a Reuben, Pulled Pork and Chilli Tuna. “There’s actually about 8-10 different ways to spell Madtarbak and no doubt just as many different ways to make them, but all with the same core concept: a folded flat bread with a filling which is then grilled,” says Andrew Ray, Kafe Kooks founder. The wider menu stays in the same affordable lane: $6 single piece of breakfast Roti Paratha $7 small bowl of chips $12 Spinach and Feta Roti (the cafe describes it as akin to a gozleme, but different) $30 per person set menu that includes Roti Canai, Thai Beef Madtarbak, Rojak Salad and Loaded Fries For those who want a bit of a pet-pat with their lunch, Ray often makes an appearance on the floor with his dog Duke to mingle and greet guests. Mad About Madtarbak runs throughout May at Kafe Kooks, 63 Mountain Street, Ultimo. Source: Curated Agency Find more dining out updates on Crumb Wire.

Hungry Jack’s has made a habit of keeping its dessert menu moving and Skittles is the newest name along for the ride. The fast food chain is launching a Storm & Shake inspired by Skittles nationwide on April 28, marking what is being called an Australia-first collaboration between a quick-service restaurant (QSR) and the iconic fruity candy. No regrets Anyone who has ever dunked Skittles into ice cream at home and regretted the texture will understand the challenge the brand’s innovation team was working with. The problem they (and many millennials who fancied themselves home cooks) had to solve was a surprisingly tricky one: original Skittles, when mixed with cold soft serve, go rock hard. Rather than just throwing the candy in and calling it a day, the team created an entirely new product called Rainbow Squishy Chews, a Hungry Jack’s exclusive designed to stay soft and chewy when mixed through vanilla soft serve and shakes. For a fast food dessert, that’s a more considered bit of product development than most people might expect. The finished Storm or Shake layers Rainbow Squishy Chews top and bottom through Hungry Jack’s vanilla soft serve or shake base, finished with a Strawberry and Lemon drizzle. Hungry Jack’s says the aim was to create a blend of creaminess, chew and fruity flavour in every bite and sip. Getting it right According to the brand, the development process took some back and forth. Hungry Jack’s worked with the Skittles team across numerous confectionery formats and chew styles to get the flavour and texture right, particularly when paired with soft serve and syrups. “We’re constantly challenging ourselves to raise the bar on what desserts can be in QSR,” said Luke Pavan, Marketing Director at Hungry Jack’s. “The Storm & Shake inspired by Skittles is a great example of that mindset – taking a fun idea, solving a real texture challenge, and creating something entirely new that delivers on our commitment to exceptional taste and experience.” This is the latest in a string of sweet-treat collaborations that have become something of a signature for the chain. Earlier this year Hungry Jack’s partnered with Nutella on both an iced coffee and a Nutella-flavoured Storm, which makes one thing very clear: the brand has a type when it comes to dessert collabs and it’s always the popular girl. The Storm & Shake inspired by Skittles will be available for a limited time at Hungry Jack’s restaurants nationally, in-store, at drive-thru or through the Hungry Jack’s app. Source: Wrights Communication Find more food and drink news on Crumb Wire.

Come October, Chris and Sarah Lucas are opening Wishbone, a Hong Kong-inspired all-day eatery in Melbourne’s midtown. The pair are behind some of Melbourne’s most recognised restaurants, including Chin Chin, Kisumé and Maison Bâtard. The concept draws on Hong Kong’s small restaurants and food stalls, with the aim of creating something that belongs in Melbourne’s famed laneways. Chris Lucas says the location is one he has a long history with. “Midtown is and has always been an incredibly important part of Melbourne’s dining scene, and I think there’s a real opportunity as we reimagine what it can be today. “There’s a nostalgia to this part of town, I remember spending a lot of time eating at great places like the old Campari House on Hardware Lane, and having too many drinks at Mitre Tavern when I’d knock off from my first job. “Wishbone is going to bring in the influence of Hong Kong street food, but ultimately it’s about creating something that belongs to Melbourne’s famed laneways.” Leading the kitchen is Dan Chan, who grew up in Hong Kong and has been running the pass at Lucas’ Japanese diner Tombo Den. Prior to that, he was at Yardbird, one of Hong Kong’s most well-regarded restaurants. Chan and Lucas developed the menu together, exploring Hong Kong street food through an Australian lens. “The development of the menu is very close to my heart and draws on my time in Hong Kong, as well as broader travel,” says Chan. “The food scene in Hong Kong has always been a brilliant, chaotic mix of influences – a bit eccentric, and a lot of fun. That’s what I want people to feel when they eat at Wishbone.” The room has been designed by Chris and Sarah Lucas in collaboration with DKO Architecture. The palette is red, rich and retro, with furnishings pulling from the 1950s through to the 1970s. It will also be one of Melbourne’s first restaurants to sit inside a targeted 6-Star Green Star-rated building, with a fully electric kitchen including electric woks. Wishbone is one of two venues Lucas plans to open within the development, with details on the second still to come. The venue opens in October 2026 at 435 Bourke Street, Melbourne. Entry via McKillop Street. Find more dining out updates on Crumb Wire.