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No king’s ransom for The King of Soho as brand freezes prices

West End Drinks, owner of The King of Soho spirits brand, has announced that it has held its prices since 1 August 2023 – when the Government’s new duty increase took effect – and will continue to do so. The company made the announcement as the London-based brand approaches its 10th anniversary on 1 October 2023.

Alex Robson, the businesswoman who is CEO and co-founder of The King of Soho brand, said: “I am proud to say that we’ve been able to hold our on-trade and off-trade pricing without changing the ABV of our spirits; without altering our recipes; and without changing our high-quality bottles in any way. Some have tried to adapt and modify their products or packaging to avoid losses because of this unwelcome hike in duty. Here at The King of Soho, we’ve remained firm.”

The brand, which recently announced the launch nationally and overseas of its vodka expression, the newest spirit in the range, sells through high end bars and other venues and through online retailers including Amazon and Master of Malt as well as Gerry’s Wines & Spirits, close to its operational office in London’s Soho.

“We’re conscious of our duty as a small, British, family-owned company, to support the retailers and hospitality venues who have been loyal to us. The brand was inspired by the original ‘King of Soho’, Paul Raymond and because of our Soho heritage we actively support the local community. We back Soho businesses by offering a trade discount as well as sponsoring community groups such as the Soho London Independent Film Festival. We may be expanding on the international front, but we believe that being true to our roots matters,” says Alex Robson.

The King of Soho brand comprises three expressions: London Dry Gin, Variorum (Berry) Pink Gin, and ultra-premium Copacetic Vodka. The King of Soho Copacetic spirits are all available in a 70cl format and the gins can also be found in miniature 5cl bottles.

At retail, the recommended pricing for the range is between £33.95- £34.95 in the UK.

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NOTES TO EDITORS Recommended retail pricing
  • The King of Soho London Dry Gin £34.95 – also in a miniature format
  • The King of Soho Variorum Pink Gin £33.95 – also in a miniature format
  • The King of Soho Copacetic Vodka £34.50
The King of Soho London Dry Gin features 12 botanicals including juniper, coriander, grapefruit peel, angelica root and cassia bark. Paul Raymond, father of Howard Raymond, helped Soho to become an area rich in creativity, music, art, and modern culture, as well as playing a pivotal role in the cultural and social liberation of British society.  He died in 2008, aged 82. The brand essence encapsulates creativity, hedonism, and non-conformity – the spirit of Soho.  

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