Vodka firm takes a shot at Birmingham bar scene

Premium vodka firm Jatt Life has signed a deal to see its products in four of Birmingham’s popular bars and nightclubs.

The venues have also signed up to Jatt Life’s new return and reuse scheme, which will see every one of its black bottles returned to its headquarters in Kingswinford, rather than going to recycling.

For every bottle returned, the company has pledged to donate 20p to good causes through its JL Foundation, set up to support charities and organisations to improve lives in the community.

Jatt Life has become an official supplier to Wayne Tracey’s city centre venues; Snobs nightclub in Smallbrook Queensway, Sobar in the Arcadian Centre, Theatrix and Henman and Cooper, both in Colmore Row.

Baz Kooner, who founded Jatt Life with his wife, Sunny, last year said: “Wayne is a hugely well-known and respected figure within Birmingham’s nightlife industry and so we’re extremely proud that he has agreed to serve Jatt Life.

“We’re very grateful that he has chosen to support the JL Foundation through our return and reuse scheme.

“Reusing bottles rather than recycling them by melting them down will save a huge amount of energy and, as a result, reduce our carbon footprint, while putting something back into the community.”

Staff at each venue will place empty bottles back into the boxes they arrived in and hand them over when they receive the next delivery.

Once back at Jatt Life HQ, each bottle is washed, sterilised and resprayed before being refilled.

All four varieties of Jatt Life’s 5-times distilled French grain vodkas will be stocked, including its flavoured products – lime zest, forest fruits and orange and pineapple.

Wayne Tracey, who has run nightclubs in Birmingham city centre for 20 years, said: “We cater for a wide range of ages of clientele across the four venues and with flavoured vodkas becoming increasingly popular right across the board, working with Jatt Life is a good opportunity for us.

“Baz is very passionate and knowledgeable about his product and its very good quality, and I’m always happy to support local West Midlands brands because it helps the whole area to do well.

“Jatt Life is the only supplier who operates a return and reuse scheme and that was a big reason why I agreed to work with them. We have always supported charities and anything that helps to reduce wastage and helps the environment is always welcome.”

20 people are currently employed at Jatt Life, with products selling in the UK as well as Australia, Canada and New Zealand, with more export destinations in the pipeline for next year.

It moved into a 15,000 sq ft premises earlier this year and from January will operate its own on-site blending and bottling plant, which will enable it to significantly ramp up production.

Also produced is an Irish whiskey and pink Jatti Gin. In September it announced the appointment of Chris Ellis, the former commercial director of Pernod Ricard, to its board as a non-executive director as part of its ambitious plan to gain unicorn start-up status.