UK luxury vodka brand Jatt Life is set to ramp up the supply to one of its key overseas markets by 400% as it prepares to meet the growing demand for premium spirits in Canada.
The West Midlands firm is increasing the number of bottles of its five-times-filtered French grain vodka it exports to Canada from 30,000 to 120,000 this year, having enjoyed healthy sales ever since it launched there three years ago.
Working with its distribution partner, Distillers Pride, based in Brampton, Ontario, Jatt Life has made strong in-roads into the Canadian spirits market, especially in Vancouver, where its combination of UK providence and Indian heritage is proving a hit with drinkers.
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This is in part because Vancouver, and in particular the Surrey area of the city, has a sizeable population from South Asia, who make up 7.2% of the city’s overall population, with the majority tracing their roots to the Punjab region of India.
The luxury and opulence which characterises the Jatt Life brand is also inspired by the heritage of its founders, Baz and Sunny Kooner, who launched the vodka in 2020 to take on the more established names in the premium vodka market.
Six years on, Jatt Life, which is based in Dudley, is now available in five flavours – original, forest fruits, lime zest, orange and pineapple, and vanilla bean – and it also supplies its own Scotch whisky and a premium gin called Jatti Gin.
The increased push into Canada is part of an ambitious global expansion for Jatt Life in 2026, which is also focussing on India and the USA – the two other points on what it is calling the “Golden Triangle”.
As well as the UK, it is also sold in more than 15 other countries, including Italy, Australia and New Zealand.
Baz said: “Canada, and Vancouver in particular, has been a huge success from Day One for Jatt Life, thanks to our incredible distribution partner, Maneesh Jalota at Distillers Pride, and our growing number of customers who are loving what Jatt Life is all about.
“It’s so incredible to think that a vodka which I founded with my wife, Sunny, is going down so well in Canada, and I’m delighted that we are now in a position to be able to increase our supply so significantly to meet the demand.
“We always wanted Jatt Life to be exciting, different and aspirational, and for so many people in other countries to be sharing that vision is a dream come true. We’ve got many big plans for 2026, so it’s exciting to see our sales in Canada really taking off.”
Jatt Life is being sold through bars, restaurants and liquor stories across Vancouver and Maneesh said that the best-selling flavour is orange and pineapple – although the vanilla bean variety is also proving popular.
He said: “Jatt Life is a product that resonates with the large South Asian community here in Vancouver which has proven to make the product in high demand.
“However, this coupled with the great award-winning tastes is proving popular with the whole of the Canadian market too. Once you have tried Jatt Life, you will definitely be a customer for life.”
Jatt Life also launched a major push into India this year, targeting key metropolitan and high-growth regions across Delhi, Haryana, Chandigarh, Hyderabad, Rajasthan, Gurgaon and Jalandhar, meeting the growing demand for UK-produced premium spirits.
For more information visit www.jatt-life.com
