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King of Soho launches pink Variorum Gin

The King of Soho has become the latest gin brand to unveil a pink expression with the launch of strawberry-flavoured Variorum Gin.

King of Soho Variorum Gin is bottled at a lower ABV and has added strawberry flavours

The King of Soho Variorum Gin adds natural strawberry flavours to “complement the essential juniper and citrus flavours of the classic recipe”.

Bottled at a lower abv of 37.5% compared to the original – which has an abv of 42% – Variorum is designed to appeal to a broader audience and reflect the brand’s “modernity”.

The King of Soho is the creation of West End Drinks, owned by Alex Robson and Howard Raymond, and styled after Raymond’s father, Soho theatre impresario and businessman Paul Raymond.

Robson, managing director of West End Drinks, said: “The King of Soho Variorum Gin is a celebration of the colour and style of Soho; a pink berry spirit inspired by the creativity and literature of London’s iconic district, to join our smooth and premium drinks line-up.

“We launched the original King of Soho classic London Dry almost five years ago and the King of Soho Variorum Gin builds on that success with an appeal to a gin consumer who is looking for a slightly lower ABV and berry notes in their drinks and cocktails.”

Variorum, which will launch later this month, will be distributed in the UK and Ireland by Hi-Spirits. It has an RRP of £33.50 (US$44) per 700ml bottle.

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