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Jatt Life Vodka seeks £1m investment

Virtus Brands is hoping to raise £1 million (US$1.31m) to accelerate the international expansion of its British vodka, Jatt Life.

Virtus Brands Jett Life
Virtus Brands is seeking a million-pound investment to expand distribution for Jatt Life

The vodka, founded by Wolverhampton-based couple Baz and Sunny Kooner in 2020, has experienced ‘rapid growth’ over a four-year period and along with the UK, is available in 18 countries worldwide.

So far, the pair have self-funded the company’s growth but are now looking for investors to support its further ambitions of breaking into new markets and continuing to grow its international footprint.

Baz Kooner 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.”

In a statement on the brand’s website regarding the investment opportunity, Kooner noted that the funding will help the company “meet increasing demand and drive the success of Jatt Life Vodka on an even larger scale”. He added that “India is a big market for us and one that we are very excited to tap into”.

Jatt Life Vodka is available in five flavours, including lime zest, vanilla bean, and forest fruits. It became available in Co-op stores nationwide in the UK in July.

From the success of Jatt Life Vodka, Baz Kooner founded Virtus Brands, which features a portfolio of independently owned drinks brands.

The company works with entrepreneurs, music artists, and influencers to create their own spirit brands from idea to production and distribution. It has 18 drinks in its portfolio, from vodka to Champagne and flavoured rums.

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