Distribution deal for new gin inspired by Soho legend


King of Soho bottleA new gin inspired by legendary nightlife entrepreneur Paul Raymond is to be distributed to bars in the UK through a new partnership with drinks company Hi-Spirits.

King of Soho London Dry Gin is being launched this week by West End Drinks, owned by Howard Raymond, the son of Paul Raymond who ran late-night venues such as Raymond’s Revuebar in Soho.

Hi-Spirits has agreed a distribution partnership that will see it distribute King of Soho to bars and specialist drinks retailers, with an initial focus on the London market.

The premium gin, with an ABV of 42%, is distilled at Thames Distillers in south London in two small stainless steel pot stills.

It is made with 12 botanicals which, alongside juniper, feature a high presence of citrus ingredients, including grapefruit peel, balanced by flavours such as coriander seeds, angelica root and cassia.

Raymond said: “My father’s favourite tipple in the ‘60s was gin, a drink reminiscent of the parties and clubs of that era. London is now driving an international renaissance of gin and fittingly The King of Soho Gin is distilled in the heart of London.”

Paul Raymond, nicknamed “The King of Soho”, ran Raymond Revuebar from 1958 until 2004 – four years before his death. His empire also included theatres and publishing. He invested in property in Soho, Mayfair, Covent Garden, Kensington and Chelsea which Raymond Estates continues to manage today.

Dan Bolton, managing director of Hi-Spirits, said: “Consumer interest in authentic gin and gin cocktails is booming, and the unique branding of King of Soho and the exceptional quality of the gin in the bottle will give it a strong appeal to both bar professionals and consumers.

“It also increases the breadth of the gin range in our portfolio, and with bars increasingly adopting a multi-brand strategy with premium gins, King of Soho gives our team yet another string to their bow when tailoring the ideal drinks range for each customer.”

Hi-Spirits’ portfolio also includes Broker’s London Dry Gin, No 209 San Francisco Gin, and Blackwood’s Gin from Blavod Drinks. Howard Raymond is a shareholder in Blavod, whose range has been distributed by Hi-Spirits since June.

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