The Drinks Business

Jo Malone CBE has teamed up with master distiller Joanne Moore of Quintessential Brands to launch a trio of luxury vodkas into 100 duty free stores, as well as via her own website.

A year in the making, the vodkas are available now (official release date was 1 July) and the packaging boasts a strong resemblance to that of Jo’s iconic perfume bottles with elegant stoppers reminiscent of a fragrance top.

Each of the three 70cl vodka expressions is designed to offer “a distinct emotion”.

101, The Purist is the signature vodka of the collection, described as “a jewel of luxury and elegance, exuding confidence with its uncomplicated character, clean aroma and exceptional smoothness.” Malone recommends serving it ice-cold in a martini glass, “with a lemon twist for brightness or two olives for quiet depth”.