The King of Soho reveals first major brand extension
The King of Soho is adding a berry edition to sit alongside its original London Dry gin.
The King of Soho Variorum Gin adds notes of strawberry to the juniper and citrus flavours of the original variant.
The brand, which is gearing up to celebrate its fifth anniversary this October, is owned by West End Drinks, and it is distributed in the UK by Hi-Spirits.
Alex 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. Crafted in London, it reflects the modernity and innovation of our brand and the ever-changing spirit that is Soho.
The King of Soho Variorum launches later this month, priced at £33.50.