LUX

LUX

Vodka is a fickle category, Marmite so-to-speak. You can speak to some and they will despise all its worth. Speak to others and they will praise to the vodka Gods. Some drink it straight, some only in cocktails and mixers. Creating a premium vodka in this day and age means you need to be eye-catching, you need to stand out, to cause a ripple in the world of prestige. LUX say they are ‘setting the standard’ with this. So lets take a look.

James Whittington is the founder of LUX, embarking on a venture with the aim to redefine Ultra Premium. Using his knowledge of distilling, the vodka category and the tone of the spirit industry, he realised that vodka was mastered centuries ago by King Harold’s canons. Using this, James has set to create Britain’s first Ultra Premium Vodka.

LUX is produced on the Copped Hall Estates in Epping, Essex, then known as the Royal Forest of Waltham, itself founded by King Harold In 1060 by the site of the shrine to the Holy Cross where he sought blessing before the battle of Hastings. The land would later be granted to King Harold’s Canons who grew the grains used by LUX today. Later, the estates were taken by King Henry VIII as his hunting ground, where the hunting lodge still stands to this day.

James found that “contrary to common belief, the distilling and trading of vodka has a long history in England, dating back to Princess Gytha, born in the Royal Forest of Waltham, today’s Waltham Abbey, who later became Queen of the Kievan Rus (modern day Russia) and traded the spirit of life throughout Russia, Europe and as far as China, originally for it’s medicinal purposes.”

LUX creation starts with the grain spirit, which is distilled 7 times and uses water from English deep water wells.Housed within a extra flintglass art deco octagonal bottle, and to emphasise the traditional look, James opted for a personal touch of a luxurious embellished paper label. But how does it fare? Well below, I give to you my tasting notes –

LUX Black Label – 40%

A clean nose with a soft grain to begin, finishing with a slight sharp kick. Thicker upon the palate, with a bold hit of pepper blended with a softer viscosity than expected. A long finish of subtle earth notes, black pepper and a fresh vegetal experience.

A quintessentially British vodka, and it works. The Savoy in London must love it too, they’ve come up with a great way to enjoy it;

LUX - Autumn Ash
Autumn Ash

Autumn Ash

Glass –

Coupette

Ingredients – 

60 ml LUX Black Label
30 ml Apple Brandy
7.5 ml Elderflower Liqueur
2 dash Orange Bitters
1 Lemon Twist

Method – 

Stir the ingredients over ice and serve within a chilled Coupette.

If you’re into your more premium styles of spirits, this is worth a shout for sure. One for the drinks cabinet at home so you can tell your friends and family that you have Britain’s first Ultra Premium vodka, and it works.

© David Marsland and Drinks Enthusiast 2016. Unauthorized use and/or duplication of this material without express and written permission from this blog/sites author and owner is strictly prohibited. Excerpts and links may be used, provided that full and clear credit is given to David Marsland and Drinks Enthusiast with appropriate and specific direction to the original content.

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LUX Vodka Creates An Ultra Premium Vodka Masterpiece

BOTTLE BOX

LUX BLACK LABEL, the first luxury Ultra Premium Vodka to be produced from the Epping based distillery, LUX has been launched in an art deco style bottle, distilled in Britain and bottled on the Copped Hall Estate.

LUX is an authentic British Ultra Premium Vodka. Its authenticity is derived from the heritage of its terroir; LUX is 7 times distilled using exclusively the finest British ingredients and bottled on the Copped Hall Estate in Epping, Essex. The production site stands on the Copped Hall Estate, a historic site dating back to the 14th century, when founded by King Harold by the site of the shrine to the holy cross, where he sought blessing before the battle of hastings, the lands then granted to his canons who grew the grains and distilled the spirits of life, which were traded widely, as far away as Rus (modern day Russia) and China. Later, the lands were taken by King Henry VIII as his hunting park, where the hunting lodge still stand today.

James Whittington, brand owner LUX COPPER HOUSE, said, it is not by chance that our Vodka has become synonymous with luxury. The quality of our ingredients, the passion in our craftsmanship and our distilling heritage guarantees the consumer’s satisfaction is long lasting. The brand is aiming for long term success in exclusive retail, high end bars, hotels, restaurants and clubs. Therefore, the bottle had to exhibit an elegant classic appeal, and not become a victim of a fashion fad. The aim was to create a British iconic design to withstand the tests of time.

LUX COPPER HOUSE has worked closely with the bottle designers to create an extra flint glass art deco octagonal bottle, and to emphasise the traditional look we have opted for the personal touch, a luxurious embellished paper label. Reverting to paper allows the graphics to leap out inviting the consumer to naturally run their fingers over the raised artwork.

Silver on black are our the flagship colours, enhancing the overall luxurious appeal, the brand’s medieval antecedents are highlighted through the coat of arms, such as the coronet and cartouche surrounding the Union Jack flag.

Naturally, the critics initial thoughts were of quick dismissal, an independent brand in a global market dominated by industrially produced Vodka brands, where the raw materials are sourced from China and produced on a massive industrial scale would be most challenging for an honest brand such as LUX. However, the consumer seems to know better, as in today’s day and age, the consumers have become brand aware, choosing products of authentic provenance. With an unmatched distilling heritage, LUX is the finest Ultra Premium Vodka of all time. I invite you to realise Vodka sampling at its finest.