Drinks company opens £1m investment round to support international operations

The company behind the UK vodka brand Jatt Life has opened a £1m investment round to support the expansion of its international operations, driven by growing demand from overseas markets.

The vodka, founded by Baz and Sunny Kooner in 2020, has been entirely self-funded by the founders, but they are now seeking external investment to help the brand enter new markets and continue expanding its global presence.

The success of Jatt Life has also led to the creation of Virtus Brands, a portfolio of independently owned drink labels.

Virtus Brands collaborates with entrepreneurs, musicians, and influencers to develop bespoke spirit brands, handling everything from concept to production and distribution. Its portfolio includes 18 products, ranging from vodka and Champagne to flavoured rums, including collaborations with global celebrity influencers.

Operating from its headquarters in Dudley, West Midlands, where it employs 15 people, the company recently shipped a container of Jatt Life vodka to the USA.

Baz Kooner, founder of Virtus Brands, said: “Our self-funding approach has served us incredibly well because it’s enabled us to where we want to be, which is a vertically integrated operation where we own and control virtually every step of the process. Now we’re ready to invite new investors on the exciting journey that lies ahead, by using capital to accelerate our international expansion, optimise operations and enhance our brand presence in key global markets.”