UK vodka brand Jatt Life takes Manhattan as it signs East Coast distribution deal

UK premium vodka brand Jatt Life has secured a major distribution agreement and has seen its product go on sale across New York and New Jersey as part of an accelerating push into the American market.

The West Midlands firm has signed a deal with New York-based importer Eastern Liquors, which has led to its five-times-filtered French grain vodka appearing on the shelves of more than 80 independent stores in Manhattan, Staten Island, Queens and The Bronx.

It is also on sale at independent stores in New Jersey and has secured a listing at Sam's Club's Edison, NJ store, with further locations expected to follow as the brand builds momentum on the East Coast.

The East Coast push follows earlier expansion in California's Central Valley and a launch in Vancouver, Canada, as part of a wider international growth strategy targeting the USA, Canada and India.

Founded in 2020, Jatt Life offers five vodka expressions, including vanilla bean and forest fruits, alongside its own whiskey and Jatti Gin, with plans to expand its North American range later this year.

Founder Baz Kooner said: “Signing this deal and going on sale across New York and at Sam’s Club in New Jersey is a massive and exciting step for Jatt Life.

“The US vodka market is hugely competitive, and getting this kind of foothold for an independent UK brand like ours is a real challenge, but we’ve been selling out everywhere we go.

“My team and I have travelled hundreds of miles in America promoting Jatt Life and people love our story, the way our bottles look and the quality of the product. We’ve built huge momentum in a short time, and we’ve got high hopes for Jatt Life in America and big plans for the rest of the year.”

Jatt Life is currently available in 18 countries and across the UK on- and off-trade, and this month the Jatt Life team returned to the US to attend the American Petroleum and Convenience Store Association (APCA)’s Annual Trade Show in Vacaville, California, where it showcased the brand to more than 3,000 industry members.