The King of Soho Is In The Pink With New Gin launch

The King of Soho Variorium and OriginalThe King of Soho is adding a new addition to its colourful line-up with the introduction of the King of Soho Variorum Gin, a berry edition of the original London Dry.

The King of Soho Variorum Gin adds a hint of pink and notes of strawberry to complement the essential juniper and citrus flavours of the classic recipe, making it ideal to be enjoyed over ice, in cocktails and mixed drinks; served with a strawberry garnish. The creativity and literary works of Soho are the inspiration behind the name – in literature, a variorum edition is an original work with notes.

With the original King of Soho London Dry celebrating its fifth anniversary in October 2018, the King of Soho Variorum is a new twist on the classic, with a lower ABV of 37.5%. It has been created to appeal to a broader audience and reflects the brand’s modernity. In its vivid red bottle, Variorum Gin is a vivacious and fun companion to the King of Soho London Dry; the perfect pair to stand out on the shelf or bar – day and night

Like the original, Variorum is distributed in the UK & Ireland on-trade and off-trade by Hi-Spirits. The King of Soho brand is the creation of West End Drinks, owned by entrepreneurs Alex Robson and Howard Raymond, and styled after Howard’s father, the legendary Soho theatre impresario and businessman Paul Raymond.

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 signature serve for The King of Soho Variorum is the Variorum Cooler:

50ml King of Soho Variorum Gin
120ml Cranberry Juice
120ml Pink Grapefruit Juice
Build in a tall glass filled with cubed ice, and garnish with a grapefruit twist and a strawberry.

The King of Soho Variorum launches in late July, with a RSP of £33.50.

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