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DJ Limbrey distilling enters vodka category

The craft distillery, DJ Limbrey Distilling Co. has this week launched a super-premium vodka called D1 Potato Vodka. The company, which released D1 London Gin earlier last year, has introduced the spirit to boost its portfolio of brands as it readies itself for further international growth.

As with the company’s gin, DJ Limbrey Distilling has partnered with contemporary artist Jacky Tsai, to create the vodka’s bottle and to boost its appeal to those with an interest in arts and the creative world. The reversible bottle label features the artist’s stained glass skull, to give it a strong shelf presence on the back bar and for point of sale display. The bottle is produced by SaverGlass in France and decorated by Image on Glass in Scotland. The cap is created by Tapi in Italy.

The new vodka will launch in the UK with an exclusive six-week listing at Harvey Nichols stores nationwide and online, as well as select cocktail bars, clubs and restaurants in London, Manchester and Birmingham.

The company has created the vodka from potatoes because they are recognised by the world’s leading bartenders as the ultimate vodka base. During its second distillation, vapours are elevated through a series of seven column stills to a height of 40 metres. As it ascends, the potato spirit passes over 2,000 purification plates. The result is a creamy, smooth spirit that is so pure, it can be bottled without filtration. This allows D1 Potato Vodka to retain its velvet-soft mouth feel and creamy taste, designed to appeal to discerning vodka lovers and cocktail drinkers.

Dominic Limbrey, founder of the distillery, says: “Having established an award-winning London Dry Gin, we’ve set our sights on the vodka category.  We have transferred our gin’s innovative design and versatility into this new category so that people can enjoy D1 Potato Vodka in a way that reflects their individual taste and style.

“Harvey Nichols shares our passion for international design and uncompromising quality and we’re pleased to be partnering with them and select on-trade venues across the country.

“We are also proud to announce our collaboration with Boutique Brands, the luxury drinks brand development specialists, who will be exclusive distribution agents for both our new D1 Potato Vodka and our existing D1 London Gin. ”

The UK launch of D1 Potato Vodka will also feature D1’s new skull bottle coolers and ice mould designs that offer high-end and luxury venues an opportunity to express their own character when serving D1 products.

D1 Potato Vodka will retail at £39.95 with customer tastings planned for Harvey Nichols stores in Knightsbridge, Edinburgh, Manchester, Leeds, Bristol and Birmingham. Coe Vintners is distributing to the on-trade and other stockists.

3 November 2015 - Felicity Murray The Drinks Report, editor