Creative, Hedonism
& Non-Conformity
In a red velvet coat and top hat, the brand’s iconic ‘Spirit of Soho’ character reflects both the past and the present of this hedonistic district of London.
The icon’s rich velvet tailoring reflects the bohemian fashion of the area.
The fox’s tail signifies Soho’s status as a former royal hunting ground and the fox’s reputation as a playful creature of the night embodying the smart, naughty and enigmatic nature of urban Soho.
The trumpet reflects Soho’s rich music history. With the holding of the book the character tips its hat to Soho’s long association with the literary and creative world.
Over the years Soho has become an international expression of creativity, hedonism and non-conformity. Anything goes!
The Story
The brand, founded in 2013 by female entrepreneur Alex Robson and Howard Raymond, pays tribute to Howard’s father Paul Raymond, the original ‘King of Soho’, a man who never settled for the ordinary, who challenged the establishment and played a key role in Britain’s cultural revolution. His legacy is the Soho we know and love today.
The company launched ‘The King of Soho’ Spirits Brand in October 2013 with a Super Premium London Dry Gin. In August 2018 the King of Soho Variorum Pink Gin was added to the line up. In October 2023 the brand’s latest offering arrived, The King of Soho Copacetic Vodka; an ultra-premium vodka distilled with mighty fine English Wheat.
The Story
Created by entrepreneurs, Alex Robson and Howard Raymond. The story starts with an epiphany late one night over a classic Gin cocktail in a dimly lit Soho bar. The duo then set about creating a high quality and beautifully designed spirit as homage to the life and Soho legacy of the original ‘King of Soho’, Howard’s father, Paul Raymond.
Paul was an entertainment and property tycoon who from the 1950s onwards played a pivotal role in the cultural and social liberation of British society. A challenger spirit, Raymond was famous for his risqué shows and magazines. For a while he dominated the London entertainment scene with his clubs and theatres.
Paul embraced the London district of Soho, acquiring properties and defining its culture for a period spanning three decades from the mid 1950s. He was a man who never settled for the ordinary, and frequently challenged the establishment. His famous Raymond Revuebar was a club that in its day attracted film stars, gangsters, politicians, entertainers and even royalty. The club’s colourful neon sign is still a brightly lit Soho landmark to this day. His legacy is the Soho we know and love, an area rich in art, music, diversity and modern culture.
A truly independent family business, ‘The King of Soho’ Drinks launched in Soho in October 2013 with a Super Premium London Dry Gin. In August 2018 the King of Soho Variorum Pink Gin was added to the lineup. Followed in October 2023 by The King of Soho Copacetic Vodka; an ultra-premium vodka distilled using mighty fine English Wheat.
About The Founders
Back in 2013, entrepreneurs Howard Raymond and Alex Robson decided to launch a super-premium Gin, the perfect tribute to the life and Soho legacy of Howard’s father Paul Raymond, the original ‘King of Soho’, a man who brought pleasure and fun to all. And that is how ‘The King of Soho’ spirits range was born.
Howard inherited his father’s passion for Soho and briefly worked alongside him as a young man, helping to found Madame JoJo’s in the early 1980s, arguably one of Soho’s most iconic nightclubs. He then branched out on his own into property and entertainment. Rooted in Soho, his property empire, Raymond Estates, has expanded into other districts of London. A member of the Save Soho campaign, which was spearheaded by award winning actor Stephen Fry, he has continued his father’s legacy. Staying true to this spirit of fun, he brought Pacha’s Club Lio “Ibiza’s hottest party” to his iconic Café de Paris site in London in 2023. Howard is executive producer and technical advisor for a film based on his father’s life, entitled The King of Soho, slated for release in 2025.
Vivacious and fearless with an unbridled passion for life Alex embodies the unique character that thrives in Soho today – a place that has always attracted those bold characters who change the landscape and pique the interest.
Originally from the North East of England, Alex comes from a long line of female entrepreneurs. An active supporter of talent in industry and in the creatives. Since 2019 Alex has been a recurring judge for the Lloyds Bank British Business Excellence Awards. She has been a judge for Graduate Fashion Week and was the inaugural sponsor of the Comedy Women in Print Awards founded by comedian and author Helen Lederer. Alex was for many years one of only a handful of women Warden Rectifiers at the Gin Guild.
A media pundit, she actively supports Soho creatives and the people behind the drinks and nightlife of this effervescent part of London and is a member of the Soho Business Alliance.
