The founders of fast-growing ultra-premium UK vodka brand Jatt Life say that the end of COVID restrictions has sparked “lift-off” after they were finally able to sell the product into some of the country’s most exclusive bars – and move into bigger premises at the same time.
Jatt Life, which is operated by Wolverhampton husband-and-wife team Baz and Sunny Kooner, has now relocated to a 15,000 sq ft unit in nearby Kingswinford, where it plans to bring its distilling, bottling and packaging processes together under the same roof for the first time.
The move marks a huge step up for Jatt Life, which has also made a host of appointments, including operations director Mini Uppal, sales director Raman Dhillon and marketing director Juggy Dulai, taking the number of staff working at the company to 10.
Jatt Life started life just before the lockdown in March last year after Baz and Sunny, who already run a chain of dessert parlours called Delightful Desserts across the UK and in the Netherlands, fulfilled a long-term ambition to turn their passion for ultra-premium vodka into a business by launching their own brand.
Fifteen months on, Jatt Life is now available in a range of four flavours and has become the bartenders’ go-to spirit at a growing number of bars and restaurants in London and the South-East, including Essex House in Chingford, which is owned by Sean Lineker – son of Ibiza party man Wayne Lineker – and is a favourite haunt of stars of ITV’s The Only Way Is Essex.
It experienced record sales in the week following Freedom Day last month, while the vodka is also going down a treat with vodka lovers in Australia, Canada and New Zealand, with international demand for Jatt Life helping the company sell an incredible 100,000 bottles in its first year alone.
New bars, restaurants and retail outlets are being added to the Jatt Life supplier line-up all the time, thanks to a social media influencer campaign featuring Birmingham rapper MIST, new merchandise and a steady stream of new flavours, including the latest version, Lime Zest.
Baz and Sunny have also complemented their vodka range with their own Irish whiskey and a pink gin called Jatti Gin.
Sunny said: “Now that the coronavirus lockdown has ended and bars and restaurants have fully reopened, it’s lift-off for Jatt Life and things are growing incredibly quickly.
“Moving into our new premises is hugely important because it allows us to bring our production under the same roof but also create a proper Jatt Life headquarters, where we can bring the brand and everything it stands for to life.”
Baz said “We’ve got some brilliant ideas for what we want to do, as well as some very exciting meetings lined up with owners of some of the country’s most exclusive bars.
“Jatt Life is aimed at discerning drinkers who enjoy living the high life and it’s wonderful to be able to be introducing Jatt Life into the luxury markets that we had in mind when we first dreamed of launching our own premium vodka two years ago.”