Jo Malone CBE Has Introduced An Appropriately Elegant Vodka Brand

The British fragrance entrepreneur is entering the spirits industry with the introduction of her new spirit brand, Jo Vodka.

Jo Vodka: Expected Outcomes

Following 18 months of research, Jo Vodka was launched yesterday, introducing three variants: 101 – The Purist, 102 – The Bohemian, and 103 – The Artist. Developed in collaboration with master distiller Joanne Moore, who possesses over 20 years of industry experience, each mix incorporates natural botanicals. The beverages are intended for both consumption and incorporation into cocktails, produced at G&J Distillers in Warrington.

The concept for the company originated from Malone’s acquaintance Fran Langlands Pearse, who proposed that Malone utilize her distinctive artistry to engage a different sense: taste. Malone possesses a neurological disorder known as synesthesia, when one sensory stimulus involuntarily elicits sensations in another, enabling her to 'visualize' scent. During her appearance on The Jo Wicks Podcast, she stated: ‘I am wearing [a red shirt] and it possesses a scent for me. I detect the scent of amber, a delicate bloom, redcurrant skin, and sun-warmed red terracotta tiles. All things possess an odor.

Malone's skills provide Jo Vodka with a distinctive advantage: the mixes are influenced by emotion, with each expression reflecting aspects of her personality and recollections from her life. The Purist is the hallmark product, characterized by Malone as ‘equally at ease in the past, present, and future’ — ideally paired with a traditional Dirty Martini.

The Bohemian draws inspiration from Malone's residence near the beach in Dubai, incorporating elements such as pomelo, yuzu, and bergamot. The Artist elicits emotions from her adolescence in the 1970s, while residing in Chelsea. It possesses flowery undertones of rose, pink peppercorns, and sencha, and is optimally served with soda water.

In 1990, Malone established her namesake fragrance and candle line, Jo Malone, which gained prominence with first scents such as Nutmeg & Ginger. In 1999, she sold it to Estee Lauder and remained for five years before departing the firm following a breast cancer diagnosis, which resulted in Malone losing her sense of smell due to rigorous treatment. Fortunately, it made a comeback, and in 2011 she introduced her new line, Jo Loves, which encompasses fragrances, candles, and bath products.

Purchase Way

Discover additional information and make purchases at jovodka.com