Jo Malone CBE moves into premium vodka
Perfumer Jo Malone CBE has branched out into spirits, releasing a trilogy of ‘fusion’ bottles under new brand name Jo Vodka.
Jo Malone CBE has teamed up with master distiller Joanne Moore of Quintessential Brands to launch a trio of luxury vodkas into 100 duty free stores, as well as via her own website.
A year in the making, the vodkas are available now (official release date was 1 July) and the packaging boasts a strong resemblance to that of Jo’s iconic perfume bottles with elegant stoppers reminiscent of a fragrance top.
Each of the three 70cl vodka expressions is designed to offer “a distinct emotion”.
101, The Purist is the signature vodka of the collection, described as “a jewel of luxury and elegance, exuding confidence with its uncomplicated character, clean aroma and exceptional smoothness.” Malone recommends serving it ice-cold in a martini glass, “with a lemon twist for brightness or two olives for quiet depth”.
Then there is 102, The Bohemian is summarised as being perfect for “freethinkers” and has been created for “sunny days and beach evenings with citrus notes of bergamot, pomelo, bay leaf and yuzu.”
Lastly, 103, The Artist is “eccentric and madly flamboyant with floral notes of rose, neroli, pink peppercorn and sencha.”
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Worked tirelessly
“I’ve always been curious [as to] whether my sense of smell could transcend its boundaries and be reimagined in the world of taste,” said Malone. “With Jo Vodka, I believe we’ve achieved exactly that. Each fusion captures a distinct emotion crafted to compliment how you feel in different moments and transport you to different places.
“We worked tirelessly to perfect The Purist 101, as it is the base of the trilogy acting as a blank canvas for each unique fusion to be created. I am so excited to launch this new venture and hope the Jo Vodka trilogy stirs the senses like never before.”
Calling Malone “a creative icon in the world of fragrance,” Moore said that the collaboration had given the two the chance to “merge our expertise in scent and taste, delicately infusing natural botanicals and unique flavour combinations to create a stunning range of fusion vodkas designed to awaken the senses.”
Moore currently oversees the production of gin at Quintessential, working with brands including Greenall’s Gin, Opihr Oriental Spiced Gin, Bloom Gin, Berkley Square Gin and Thomas Dakin Gin. Established in 2011 by Enzo Visone, former CEO of Gruppo Campari, the Quintessential Brands Group has production facilities in the UK, Ireland and France, producing around 5 million bottles per month. Moore began working for G&J Distillers (the gin arm of Quintessential) immediately after completing her degree in Biochemistry, and progressed through the ranks, dabbling in product development before becoming the company’s master distiller in 2006.
Each Jo Vodka expression (ABV 40%) is available to purchase for £29.99 via Avolta Duty Free stores, or for £49.99 from jovodka.com.
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