West End Drinks Cardinal House 39-40 Albemarle Street London W1S 4TE
King of Soho Quality Gin Guaranteed made in UK
Getting to know you: Alex Robson, MD & co-founder, King of Soho London Dry Gin
2 January 201817 October 2018 ENTREPRENEURS, PROFILES Business Matters
We talk to Alex Robson, MD and Co-founder of King of Soho London Dry Gin, about her inspirations in business, and find out what advice she would give to someone just starting out.
What do you currently do?
I am MD and co-founder of West End Drinks, the company which my business partner Howard Raymond and I formed to create the King of Soho London Dry Gin, which we launched in Soho in October 2013. Quadruple distilled in the heart of London, the King of Soho Gin is crafted using no less than 12 botanicals, a delicate and smooth combination of classic juniper and citrusy grapefruit.
I am responsible for the day-to-day management of the business. I bottle the elixir of fun, creativity and non-conformity, and then share it with the world!
What was the inspiration behind the business?
Paul Raymond, the original King of Soho, was Howard’s Father and the inspiration behind the brand. Quite the legendary figure, he played a pivotal role in the cultural and social liberation of British Society. And he was rather a foxy guy!
It was not long after Paul’s death and we thought what better way to celebrate his life and the district of London which he revolutionised than to create a drinks brand in his name. Both our fathers were in fact gin drinkers, so there was a sentimental motivation in creating a gin.
That was the driving inspiration, coupled with a late-night chat over a gin martini in a dimly lit bar; a ‘eureka’ moment backed up later by sound business analysis and a bit of a hunch. You have to remember this was just before the ‘Gin Renaissance’ was in full swing – there was a hint of a revival, but few could have imagined gin sales topping the 1 billion mark 7 years ago when we started working on the brand.
What defines the way you do business?
Authenticity and creativity.
It was important to us that our gin was distilled in London. Not all London Dry Gins are. It’s part of our story.
To us, Soho is not just a place, it’s a flamboyant, hedonistic spirit, and that is reflected in the colourful and intricate design on our bold blue bottle, which represents both the past and present of Soho life. The ‘Spirit of Soho’ character on our bottle, in his rich velvet suit, with his fox’s tail, reflects Soho’s long association with creativity, music and art. The fox – a naughty, enigmatic creature of the night – embodies the nature of urban Soho. It’s about having fun.
Who do you admire?
In the spirit industry, it would be Charles Maxwell. A bit of a legend, he is a highly respected 11th generation master distiller with a fountain of knowledge, who I greatly admire. His family’s love affair with gin began around the same time that the name Soho was first coined by the Duke of Monmouth. His distillery can be found in central London, so it was only natural that we should ask him to craft our bespoke King of Soho London Dry Gin.
On a personal level, I would go for Eleanor Roosevelt. She didn’t allow the shadow of a great man to dim her light. She turned unhappiness in her private life into a driving force for good, becoming amongst other things an international activist for human rights. She had great courage, tenacity and grace.
Looking back is there anything you’d do differently?
I am not wired to think this way. I believe that we are the sum total of our experiences, or, in the case of a business, its journey. Change one small thing in the name of ‘hindsight’ and who knows! Hindsight is after all a theory. It’s important to evaluate and acquire knowledge but you can’t change the past, so why beat yourself up over it? it’s more important and not always easy to focus on the here and now. Focus and forward-thinking are key in business.
What advice would you give someone just starting out?
Focus and tenacity are so important when you start a business. There will always be somebody trying to tell you why you can’t do it that way or distracting you from your mission. You have to learn to decipher sound from noise.
It is important to create a road map, not just to show the way forward but also as a point of reference for the future. Put something down in writing. It doesn’t have to be complicated – a list of bullet points or a mood board. Whatever works for you. Don’t underestimate the power of visualisation.
On a practical note, make sure you have your finances in place before you start and that you have fully researched any regulations or rules governing your sector – you don’t want any banana skins! Be dynamic in your future planning whilst keeping your sights firmly on your goal.
It takes real guts to step out of your comfort zone and go out on your own and I tip my red top hat to anyone who makes that leap.
The King of Soho is available to buy in Asda, Morrisons, Ocado, Oddbins, Costco, Fortnum & Mason, Harrods, selected independent retailers across the country and on Amazon: https://www.amazon.co.uk/King-Soho-Gin-70/dp/B00G3DDOS8
Potions of Soho
‘Potions of Soho’ with @levack_jp Episode 2 finds us chatting about bartending and cocktail trends with the fabulous @markus_bosel & @allisjoysoho ‘s very own man with a cocktail shaker @jamespeatbarbieri 🍹
I’ve know Markus since he ventured across the channel to London 3 years ago to hone his craft @fowlrestaurant I’ve been enjoying his beautifully executed martinis & potions ever since. A true master he can now be found heading up the Beaufort Bar at the Savoy. Pleasure to have him join us
The King of Soho Gin
Created by Alex Robson and Howard Raymond, sparked by an epiphany late one night over a classic Gin cocktail, the pair set about creating a high quality and beautifully designed spirit.
A celebration of the life and legacy of the original ‘King of Soho’, Howard’s father, Paul Raymond.
A challenger spirit, Raymond was famous for his risqué shows and for a while dominated the London entertainment scene; revolutionising the district of Soho.
The bold and colourful design of the bottles embody the characteristics that make Soho unique, reflecting both the past and the present of this vibrant and hedonistic district of London.
The King of Soho Dry London Gin
London Dry Gin distilled in the heart of London using traditional methods. Crafted with no less than 12 botanicals.
Key facts
- Gin made in UK. The packaging is recyclable and sustainable.
- Five times distilled to a unique recipe
- Classic London Dry Gin, with a contemporary twist
- Grapefruit, sweet orange peel, juniper and cassia
- 42% ABV
* Gin and Tonic Signature Garnish – slice of pink grapefruit
Tasting notes
Clean and gentle nose, King of Soho opens up to reveal classic juniper driven pine notes, with a refreshing twist of grapefruit. Warming, peppery spice ends the journey with a satisfying nip and a smooth finish, in what is a classically styled gin.
The King of Soho Variorum Gin
A pink berry edition of the original King of Soho London Dry Gin. Notes of strawberry complement the classic juniper and citrus flavours of the original recipe.
Key facts
- Lovingly crafted in London
- Made in UK
- A pink berry edition of the classic London Dry Gin
- Strawberry, floral chamomile and citrus
- 37.5% ABV
* Gin and Tonic Signature Garnish – strawberries
Why ‘Variorum’? The creativity and literary works of Soho were the inspiration behind the name. In literature, a variorum edition is an original works with notes.
Tasting notes
Fresh strawberry and floral chamomile lead on a wave of soft juniper with a suggestion of citrus. The off-sweet palate has fruit bursting at the front before a gentle vanilla spice emerges giving a luxurious creamy feel. Strawberries and cream give way to a subtle floral tone on the finish with a pronounced tang of grapefruit.
Some of our Botanicals
Juniper Berries
The primary botanical in gin is Juniper, it is also the only botanical that is required by law. Since the 10th century Juniper extracts have been widely used for their medicinal benefits. Juniper is a member of the conifer family and the oil from the berries contains a high level of pine notes which one should always be able to find in gin.
Chamomile
Considered one of the nine sacred Saxon herbs, Chamomile has been used extensively in aromatherapy for centuries. Its relaxing properties are well known. When used as a gin botanical, it adds a combination of flavours such as apple and freshly-mown hay.
Coriander
Probably the second most commonly used botanical in gin is coriander seed. Cultivated by the Ancient Greeks since 2000BC it has a mild sweet, citrus flavour and imparts an ethereal floral and lemon citrus scent which harmonises with the Juniper.
Orange Peel
Orange oil slows down the heart rate and promotes a feeling of well-being and relaxation. Well known for lifting the mood and encouraging sleep. It’s use in both aromatherapy and perfumery is extensive – a great example is Chanel No5.
Liquorice
Mentioned as an aphrodisiac in the Kama Sutra, Liquorice is a difficult flavour to identify in gin but often manifests itself in ways similar to fennel, tarragon and anise. The powdered root which we use is very sweet containing enzymes much sweeter than sugar which helps enhance other flavours.
Grapefruit Peel
Our main citrus botanical is Grapefruit Peel. It enhances the ‘freshness’ of the aromas in the gin and nuances the citrus in the finish. Originally called ‘the forbidden fruit’, Grapefruit, is believed to have originated in Barbados and is a fusion of sweet orange and pomelo. The peel is known for its antioxidant properties.
While you might not be able to be king of the world (unless you’re Leo in Titanic), you can certainly feel like the King of Soho with this charming London Dry Gin.
The best gins always have a story behind them, and the King of Soho Gin is no exception. As all the best decisions are made, the King of Soho was born from a late night gin cocktail, when Alex Robson and Howard Raymond, decided to create their own ‘high-quality and beautifully designed spirit’.
The result is a tribute to Howard’s father, Paul Raymond, who revolutionised Soho to make it the bustling, cultural centre of entertainment it is today. From the taste to the bold colourful bottle, this vibrant gin is the perfect nod to Soho’s glorious past and lively present.
40.00% vol. / 70cl
King of Soho Quality Gin Guaranteed made in UK
