Jo Malone CBE Launches Jo Vodka, Turning Memory Into Taste

There are few people in British business with as recognisable a nose as Jo Malone CBE. Scent has always been her signature medium but, with her latest launch, it’s flavour that takes the lead.

“I’ve always wondered if I could take my sense of smell and push it further into the world of taste,” she says. “Because to me, the two are deeply intertwined.”

Today, Malone launches Jo Vodka with a trio of character-led expressions: 101 – The Purist, 102 – The Bohemian and 103 – The Artist. Each blend is infused with natural botanicals and oils, crafted in partnership with master distiller Joanne Moore — and, as Malone describes it, designed to “awaken the senses.”

It started, as these things often do, over breakfast with loved ones. “Two close friends of mine asked me if I’d ever thought about venturing into the world of spirits,” she recalls. “We discussed the similarities between making fragrances and spirits and how vodka would make the perfect canvas due to its purity and versatility.”

From that day, Malone and long-time friend Fran Langlands Pearse, who initially came up with the idea, began working together to co-develop the brand’s creative direction, and quickly enlisted Moore to help shape the liquid itself.

Only—unlike many competitors in the market—it didn’t start with flavor, but feeling. “Everything I create is rooted in emotion and personal expression,” Malone says. “That, to me, is the essence of creativity.”

And Jo Vodka doesn’t just carry her name—it carries her memories. 103 – The Artist, for instance, is an homage to her father and her teenage years on the King’s Road. “Each day, walking to the florist where I worked in Sloane Square, I was exposed to an eclectic mix of people, experiences, and senses,” she says. “That daily rhythm left a lasting impression.”

Much like her fragrances, each vodka is built from story. “I started by visualising memories, emotions, and aspects of my personality before carefully selecting natural botanicals to bring each narrative to life.”

That narrative was also coloured by Malone’s synaesthesia—a condition that allows her to “see” scent and taste as texture. “When I smell, I see color,” she says, but tastes The 101 as soft leather or suede, The 102 as silk, and The 103 as a tweed-like material.

Of course, vodka isn’t usually known for personality. It’s a neutral spirit by design, and Malone knew she’d need to convince even seasoned drinkers. “The Purist is the key to unlocking the whole collection,” she explains. “We worked so hard on perfecting the 101 recipe to pay homage to vodka’s classic purity. The balance of the 101 is just right – delicate sweetness, sharp with clarity. This one is the jewel. Confident, neutral and uncomplicated. Clean, like footsteps crunching over snow.”

Thankfully, a pre-launch deal has already set Jo Vodka up for success. The brand launches across 100 World Duty-Free stores globally this summer, in partnership with retailer Avolta. “They have been looking to partner with brands to inspire change,” Malone says. “So when they approached me, it felt like a natural fit for Jo Vodka to be at the forefront of this new experience for travellers.”

It also aligns perfectly with vodka’s spike in travel retail and gifting channels. According to Imarc, the global vodka market hit at least $50  billion in 2024 and is forecast to grow at a ~5–6% CAGR through the end of the decade, with projected value of  $81 billion by 2033.

That growth is already being driven by demand for premium, artisanal and flavored vodkas, with consumers—especially younger drinkers—seeking unique, high-end flavor experiences. Malone’s emphasis on packaging, design and narrative matches the premium travel-retail consumer mindset to a tee.

Still, as with all her ventures, Malone is less interested in trend than instinct. “Every business I have ever launched has always been based on trusting and believing in my own instincts,” she says. “I am a risk taker by nature, inspired by different forms of creativity and art.”

So: Jo Wine? Jo Whisky? A future of flavor? Maybe. “I am a storyteller and want to carry on this journey,” she says. “My focus is to continue exploring my 5 senses, what they are, and what I can do to change the world.”