A commercial deal has been finalised by a Black Country beverage manufacturer and the supermarket chain Co-op. Virtus Brands, based in Kingswinford, will see its Jatt Life vodka stocked in Central Co-op stores across the Midlands and East Anglia, marking a significant milestone for the company.
Established four years ago by husband and wife team Baz and Sunny Kooner, Jatt Life has grown into a prominent name in the premium vodka market. This latest agreement with Central Co-op represents the most substantial deal the company has secured to date. Virtus Brands is recognised as an independent collective, comprising 28 distinct spirits and wines produced by entrepreneurs both in the UK and internationally.
Virtus Brands operates out of a 15,000 sq ft facility and this Co-op listing follows a recent partnership with wholesaler Parfetts, which began distributing Virtus Brands’ products through its drop shipping programme earlier this year. Mr. Kooner expressed his enthusiasm about the deal, noting it as a significant achievement for both Jatt Life and Virtus Brands. He remarked, “Sunny and I are extremely excited to have agreed this deal and it’s amazing to see Jatt Life appearing on the shelves of Co-ops serving communities across the country. We’ve always had the highest aspirations for Jatt Life.”
Mr. Kooner highlighted their aim to disrupt the premium vodka market with independent brands that offer a fresh alternative to established names. He added, “That ethos is at the centre of what we’re trying to achieve with Virtus Brands and for the Co-op to buy into our brand and want to share what we’re about with their many thousands of customers is incredibly rewarding. This is a new chapter for Jatt Life and Virtus Brands and a massive step on the journey to where we want to go.”
Echoing these sentiments, Mrs. Kooner commented on the family nature of their venture, emphasising their pride in partnering with a retailer rooted in local community values. She stated, “We’re super-excited about the Co-op deal. Jatt Life is a family venture at heart and we’re really proud that a retailer that has built its business on being at the heart of its local community has agreed to sell it on our behalf. Jatt Life started out as an idea we had on a holiday and to see how far it has come over the past four years is incredible.”
The collaboration between Virtus Brands and Central Co-op represents a significant stride for the company, reinforcing its position in the premium vodka market and extending its reach to a broader customer base within the Midlands and East Anglia regions.