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.

King Of Soho Tasting Notes

The King of Soho

Everyone loves a good story behind a spirit brand. Whether its gone through hard times, travelled the world with its production, or simply named after a man who was coined as ‘The King of Soho’.

‘The King of Soho’ I hear you cry?

Yup, Paul Raymond himself has a gin that tips the hat at his Soho status, with his son Howard behind this new tipple that celebrates the late Paul turning Soho from a hunting ground to an area rich in creativity, music, art and modern culture. The bottle itself is said to capture Soho life with the velvet suited man reflecting the hedonistic fashion of the area, while the fox’s tail is said to symbolise Soho’s place as a royal hunting ground of Henry VIII. The fox’s more recent urban reputation as a creature of the night could also be referenced as it nods towards the smart, urban and somewhat secretive nature of Soho. The trumpet tips its hat to Soho’s rich jazz history and the fact that the character is reading a book is a tribute to Soho’s long association with creative industries such as publishing and media.

The gin itself? As you could imagine, it’s distilled in London at the Thames Distillery using traditional methods of distillation within two pot stills. It’s twelve botanicals include juniper, coriander, grapefruit peel, angelica root and cassia.

So how does this new gin fare? Well below, I give to you my tasting notes –

The King of Soho – 42%

Subtle juniper on the nose with an Autumn pine scent coming through. A small hint of citrus follows. Rather smooth on the palate, with the grapefruit coming through mostly as it warms. A tingle near the finish as it stays for a long ending. Mini fresh bursts of warm coriander appear.

A rather cracking gin to be enjoyed, but if you see it in your favourite bar, maybe try one of these too –

Soho Sling
Soho Sling

Soho Sling

Glass – 


Ingredients –

50 ml King of Soho Gin
15 ml Lime Juice
35 ml Pressed Apple Juice
50 ml Ginger Beer

Method – 

Build in a highball glass filled with cubed ice and garnish with a slice of apple.

A gin that is better than I think you will realise, especially on its own or over ice. It’s new, but I wouldn’t be surprised if bars started to pick this up with a hurry before Christmas. As should you for your own collection.

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