2021 Expansion: When Jatt Life Partnered With UK Rapper MIST

Jatt Life (the vodka brand) unveiled plans to go global this year (2021), after adding the award-winning rapper, MIST, – to their list of celebrity influencers.

The Birmingham-based start-up launched in 2020 (just before the start of the first lock-down) with a five-time distilled vodka. Jatt Life began its rapid rise, with a social media campaign that featured supercars, glamorous locations, and a whole host of celebrity influencers (including stars from The Only Way Is Essex, and Ibiza Weekender).

NEXT UP, was the launch of their own Irish whiskey, which happened during the first national lock-down (following requests from their customers). Since then, Jatt Life has continued to expand the range even further, including two new flavours of vodka, and a Jatti gin. A third variety, a forest fruits flavour (which meets the demand for fruit-flavoured vodkas), – was released at the start of this year (2021), followed by a lime zest vodka this September (2021).

MIST is a Birmingham-born rapper. One of his best-known hits is called ‘So High (feat. Fredo).’ Jatt Life describes their latest collaboration with MIST as an ‘excellent fit for the brand,’ thanks to his luxe-rapper lifestyle (which matches up perfectly with the vodka brand’s high-life image).


Jatt Life was launched by a married couple (who live(s) in Wolverhampton), named Baz and Sunny Kooner (who are also parents to four girls, aged four-and-under).

They also run a successful, nationwide chain of dessert stores, called Delightful Desserts (which Sunny set up in 2015). Prior to that, Sunny used to work in the corporate world, but she decided to set up her own dessert parlour, instead. As the business grew (and as Baz joined the business), they decided to franchise Delightful Desserts, – which now boasts 24 stores across the UK, and in the Netherlands.

“We’re super-excited about collaborating with MIST. His lifestyle and background really resonates with the Jatt Life brand, and it reflects exactly where we want to be. We’ve been looking to work with him for some time now, so getting him on board has been really exciting for us,” said Sunny.

“From the very beginning, we wanted to launch a luxury vodka brand that appealed to people who love living the high-life, and who enjoy top-quality spirits. With the challenges we all faced last year, we are overjoyed with how far we’ve come in such a short space of time. The only way is up,” added Sunny.

“Seeing the sales of Jatt Life take off, and demand go through the roof, – has been surreal. We’re both incredibly ambitious, and we’re setting new goals every day, so we’re really excited to see where it will take us,” said Baz.

“I’m really excited to be working with Jatt Life. The brand is a natural fit for me, as the high-life is something I have always aspired to. I love having a good time, and that’s what Jatt Life is all about, so I’m really keen to share it with the world,” said MIST.

Baz initially came up with the idea for Jatt Life. Alongside his passion for fast cars, he also enjoys luxury vodka. And it was whilst the couple were enjoying a rare holiday, that they started to toy with the idea of launching a luxury vodka brand (that would shake up the top-end of the market, and appeal to aspirational people who were/are looking for a quality vodka that they could enjoy on ice, with a mixer, or in a cocktail).

In the early days, Sunny and Baz spent a long time researching and tasting vodkas until they found the right blend (a five time filtered French grain 40% ABV vodka, which they launched in March 2020). Then, lock-down happened, and the duo were forced to scrap their initial plans of selling into bars and restaurants, to instead, – target retail and home delivery.

This gave them the opportunity to tweak their branding. Then, they finalised the look of their bottles, leading to promising early sales.

Since launching, Jatt Life has been featured on Sky TV and in Vogue magazine.

Find out more here: https://www.jatt-life.com