Jo Malone CBE Has Launched A Suitably Chic Vodka Brand

2 days ago

The British fragrance entrepreneur is dipping her toe into the world of spirits

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She’s a maverick in the world of scent, but now Jo Malone CBE is turning her attention to the world of flavour with the launch of new alcohol brand Jo Vodka.

Jo Vodka: What To Expect

After 18 months of development, Jo Vodka hit the market yesterday, debuting with three expressions: 101 – The Purist, 102 – The Bohemian and 103 – The Artist. Created alongside master distiller Joanne Moore, who has over 20 years of experience in the industry, each blend is made with natural botanicals. The drinks are designed both for sipping and for mixing in cocktails, created at G&J Distillers in Warrington.

The idea for the brand initially came from Malone’s friend Fran Langlands Pearse, who suggested Malone apply her unique craft to a different sense: taste. Malone has a neurological condition called synesthesia, which means one sensory stimulation can create involuntary experiences for another, allowing her to ‘see’ scent. Speaking on The Jo Wicks Podcast, she explained: ‘I’m wearing [a red shirt] and it has a scent to me. I can smell amber; I can smell a tiny blossom; I can smell redcurrant skin; I can smell red terracotta tiles in the sun. Everything has a smell to it.’

Malone’s abilities give Jo Vodka a unique edge: blends are shaped by feeling, with each expression drawing on both parts of her character and memories from her life. The Purist is the signature product, described by Malone as ‘very comfortable in the past, the present and the future’ – well-suited to a classic Dirty Martini.

The Bohemian, meanwhile, is inspired by Malone’s time spent living by the beach in Dubai, featuring ingredients like pomelo, yuzu and bergamot. And The Artist evokes feelings from her teenage years in the ‘70s, growing up in Chelsea. It has floral notes of rose, pink peppercorns and sencha, and is best served with soda water.

Malone founded her eponymous perfume and candle brand Jo Malone in 1990, which soared to fame with early scents like Nutmeg & Ginger. She sold it to Estee Lauder in 1999, staying on for five years before leaving the business after being diagnosed with breast cancer, which had caused Malone to lose her sense of smell due to the intense treatment. Thankfully, it returned, and in 2011 she launched her new brand, Jo Loves, which also includes fragrance, candles and bath products.