Jatt Life Vodka

Product Information

Baz is very passionate and knowledgeable about his product and it’s very good quality, and I’m always happy to support local West Midlands brands because it helps the whole area to do well. As a company that emerged from a gap in the existing market, Jatt Life has swiftly established a name for itself by delivering premium spirits that appeal to the discerning tastes of its customers. The brand’s focus on quality, from the choice of grain for their vodka to the careful crafting of their whiskey and the innovation in their flavoured gins, showcases their dedication to creating exceptional spirits. For every bottle that is returned, Jatt Life has pledged to donate 20p to good causes via its JL Foundation, which has been set up to support charities and organisations working hard to improve people’s lives in the community.

Jatt Life, which employs 20 people, currently sells its products across the UK as well as overseas in Australia, Canada and New Zealand, with more export destinations in the pipeline for next year. The couple say they are excited about the tie-in with the Birmingham-born rapper, whose hits include So High with Fredo, to help it increase its market share through promotion on his social media channels.Baz and Sunny founded Jatt Life in early 2020 and currently produce a range of four different ultra-premium vodkas – its original silver medal-winning 40% ABV vodka, Forest Fruits, Lime Zest and Orange and Pineapple.

Not only will this allow it to significantly increase production, it will also see the creation of a high-spec vodka bar where it can showcase its products, allow it to expand its 10-strong workforce and even afford it space to store its own fleet of Jatt Life-branded supercars.MOBO-winning Birmingham rapper MIST has been signed up as an online influencer for Jatt Life, which has just won a gold and silver medal in the Spirits Business Masters 2021.

Sunny with husband Baz and their four daughters; Nimran, Harnam and twins Avnee and Amree (Image: Copy Media) That’s important to us. Sunny and I have big ambitions for Jatt Life and we have a clear vision of where we are going. Govin, Jazzy and their team understand what we are looking for and how we want to develop our flavours and they’re bringing all of that to life for us.” It’s hard work, and when I go out with all four people say you’ve got your hands full there. But my automatic response is if you think I’ve got my hands full, you should see my heart, it’s overflowing. Chris Ellis said: “As soon as I met Baz and Sunny and listened to their plans for Jatt Life I felt that I wanted to be involved because their ambition to shake up the vodka market and make it known right across the world is incredibly exciting.Ellis is the former commercial director for Pernod Ricard UK, whose brands include Jameson and Chivas whiskies, Beefeater gin and Martell cognac, and during his 16-year career at the firm he drove it to its highest-ever market share in the off and on trade channels. People have two girls and really want to try for a third child but won’t run the risk in case it’s another girl, and that makes me feel so sad. Founded by Wolverhampton husband-and-wife entrepreneurs Baz and Sunny Kooner, it supplies four different flavoured vodkas and has made waves in the spirits market thanks to an online marketing campaign featuring social media influencers, upmarket bars, exotic locations and supercars. The Panel considered the name ‘Jatt Life’, and whether it had any connotations that could cause serious or widespread offence. The Panel discussed its own research of the word ‘jatt’ and stated that it understood that the term referred to a member of an agricultural people who resided mostly in Punjab but were present in other areas of Northern India and Pakistan comprised of Muslim, Hindu, and Sikh groups. Outside of this definition, the Panel understood that the word could be used to refer to a person who was a ‘peasant’ and noted that there was some anecdotal evidence which associated certain stereotypes with the group such as consuming alcohol and living a hedonistic lifestyle.

Jatt Life markets itself as a high-end aspirational brand and began its rapid rise during 2020 by embarking on a social media campaign featuring supercars, glamorous locations and a host of celebrity influencers, including stars from The Only Way Is Essex and Ibiza Weekender – and has since featured on Sky TV and in Vogue magazine to name a few. Jatt Life has also taken the number of employees up to 10 with the appointment of a host of new staff including operations director Mini Uppal, sales director Raman Dhillon and marketing director Juggy Dulai. In addition to vodka and whiskey, Jatt Life also offers a range of flavoured gins. These gins cater to a growing demand for spirits with unique and distinct botanical profiles. While details of the specific flavours are not provided, it's clear that the brand aims to inject creativity and quality into this category as well.It’s a huge undertaking and we’ve made an incredible start, but bringing Chris and Tom on board is a game-changer for Jatt Life, because their expertise and experience is unrivalled when it comes to turning brands like ours into world-leaders.” I will never let my girls hear any of that. I don’t want them to believe that they’re the inferior sex because they’re not, they’re absolutely equal. Jatt Life is available at a growing number of bars and restaurants across the UK, including a host of outlets in central Birmingham, and is also being exported to Canada, Australia and New Zealand. Sunny Kooner with her sisters and mum - Aman, Kiran, Bal (mum), Sunny and Simmy (Image: Copy Media) A panel of expert tasters gathered at a hotel in London to judge the vodka masters and their comments for Jatt Life’s vodka noted that it had a “a clean, neutral nose,” adding: “The palate has a delicious sweetness, with a little peppery spice and a fresh finish.