carl
Virtus Brands, a drinks manufacturer based in Kingswinford, has secured a deal with Central Co-op to stock its Jatt Life vodka across stores in the Midlands and East Anglia. Founded by Baz and Sunny Kooner, Jatt Life has grown significantly over the past four years, and this agreement marks their biggest achievement yet. The company will offer five different flavours of vodka through the Co-op’s stores, following a successful distribution partnership with wholesaler Parfetts earlier this year.
The Kooners expressed excitement about the new listing, emphasising their ambition to disrupt the premium vodka market with innovative independent brands. They see the partnership with Co-op as a significant milestone, helping to bring their product to a wider audience.
Virtus Brands operates from a 15,000 sq ft facility and is part of a collective of 28 spirits and wines created by UK and international entrepreneurs. The Kooners described the Co-op deal as a “new chapter” for their brand, reflecting the family-oriented approach of Jatt Life and its commitment to offering something new to consumers.
