Jo Malone CBE has ventured into the world of spirits with the launch of her new brand, Jo Vodka. Known for her iconic fragrance creations, Malone is now blending her expertise in scent with the world of taste, aiming to create a uniquely expressive vodka experience.

Malone describes her inspiration as a desire to explore the intersection of smell and taste. "I’ve always wondered if I could take my sense of smell and push it further into the world of taste, because to me, the two are deeply intertwined," she shares. Jo Vodka will debut with three distinct expressions: 101 – The Purist, 102 – The Bohemian, and 103 – The Artist. Each vodka is crafted with natural botanicals and oils in collaboration with master distiller Joanne Moore, designed to evoke sensory awakening.

The concept for Jo Vodka emerged during a breakfast with friends who encouraged Malone to consider the similarities between making fragrances and spirits. They expressed that vodka, with its purity and versatility, would be an ideal platform for her creativity.

Emotion and personal expression are foundational to Malone’s work, which influenced the creation of each vodka. The memory behind 103 – The Artist, for example, pays tribute to her father and her formative years on King’s Road. Malone explains, "Each day, walking to the florist where I worked in Sloane Square, I was exposed to an eclectic mix of people, experiences, and senses. That daily rhythm left a lasting impression."

Malone’s approach also incorporates her synaesthesia, which allows her to experience scents and tastes as colors and textures. This unique perspective informs how she envisions each vodka: 101 as a soft leather, 102 as silk, and 103 as tweed.

Recognizing that vodka is typically considered a neutral spirit, Malone emphasizes the importance of the 101 expression. She describes it as "the key to unlocking the whole collection," designed to embody classic vodka purity with a delicate balance of sweetness and sharp clarity.

To support the launch, Jo Vodka will be available in 100 World Duty-Free stores globally this summer, partnered with retailer Avolta, promoting a transformative travel experience. This launch aligns well with the growing premium vodka market, anticipated to reach around $81 billion by 2033, indicating a rising demand for unique and high-end flavor experiences.

As Malone reflects on her journey, she remains committed to exploring her sensory world, hinting at the potential for future projects beyond vodka, such as Jo Wine or Jo Whisky. "I am a storyteller and want to carry on this journey," she states, underlining her passion for creativity and innovation.