Spirits brand moves into new premises as it meets lockdown demand
West Midlands luxury spirits brand Jatt Life has made a host of new appointments and moved into new premises as it gears up its operations in order to meet post-lockdown demand.
The firm, which was set up last year 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.
Jatt Life has also taken the number of employees up to 10 with the appointment of a host of new staff including operations director Mini Uppal, sales director Raman Dhillon and marketing director Juggy Dulai.
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’s five-time distilled French grain vodka is now available in a range of three varieties, while it also sells its own blended Irish whiskey and a pink gin called Jatti Gin.
Despite the pandemic, Jatt Life sold 100,000 bottles in its first year, thanks to strong sales in Australia, New Zealand and Canada, and its whiskey has just earned a gold award in the Spirit Business Irish Whiskey Masters 2021.
New bars, restaurants and retail outlets are being added to the Jatt Life supplier line-up all the time, thanks to the end of lockdown, while the success of a social media influencer campaign featuring Birmingham rapper MIST, new merchandise and more new flavours in the pipeline mean that Jatt Life has out-grown its original premises.
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.”
