Afternoon Society: Jo Vodka, A New Rhythm of Socialising
The Sensory Vision of Jo Malone CBE
Luxury in 2026 is becoming quieter, more intentional and increasingly sensory. Few creatives understand this shift better than Jo Malone CBE, whose instinctive grasp of how scent, memory and emotion intersect has shaped decades of modern fragrance.
Now, with the launch of Jo Vodka, Malone brings that same sensibility to the world of fine spirits. As social rhythms soften, so too does the way we drink. The rise of Afternoon Society marks a move towards earlier, more relaxed socialising, sunlit moments where cocktails are enjoyed with ease rather than excess. With its clarity and balance, Jo Vodka feels perfectly attuned to this emerging culture of considered daycaps, elevating daytime drinking into something refined, elegant and entirely intentional.
Launched in 2025 and gaining momentum into 2026, Jo Vodka marks a considered entry into the super-premium vodka category. Developed in collaboration with Master Distiller Joanne Moore, the range is not about excess or novelty, but about refinement, translating Malone’s unique gift for blending into a new, multi-sensory drinking experience.
A Trilogy Designed for How We Drink Now
Jo Vodka launches as a trilogy: 101 – The Purist, 102 – The Bohemian, and 103 – The Artist. Each expression is crafted as a distinct personality rather than a flavour-forward statement, mirroring the way Malone has always approached fragrance building nuance, texture and emotional resonance rather than overt impact.
This aligns closely with a growing shift in drinking culture for 2026, where consumers are increasingly choosing one considered flavour for the evening, rather than moving rapidly between styles. It’s a return to focus and appreciation, a mindset that feels particularly at home within Jo Vodka’s restrained, fusion-led approach.
Designed to be enjoyed neat, over ice or in pared-back cocktails, each vodka unfolds slowly, revealing subtle aromatic and textural shifts that reward time and attention.
From Fragrance to Flavour - Completing the Sensory Circle
For Jo Malone CBE, Jo Vodka is not a departure, but a natural evolution. After redefining modern perfumery and later launching Jo Loves, she has continued to explore how the senses shape our emotional connection to the everyday. Vodka, in this context, becomes another medium one that allows taste and aroma to work in harmony.
Now based in the Middle East, Malone continues to build globally minded ventures that reflect where contemporary luxury is heading experiential, culturally fluent and deeply personal. Jo Vodka speaks directly to this moment, offering a product designed for ritual rather than rush.
Cocktails for the Rise of ‘Afternoon Society’
As social habits evolve, so too does the way we drink. 2026 sees the rise of ‘Afternoon Society’ a shift towards earlier, more relaxed socialising, where cocktails are enjoyed in daylight hours rather than reserved solely for late evenings. Jo Vodka’s clarity and balance make it particularly suited to this emerging culture of daycaps.
Signature serves such as Sepia Form, using Jo Vodka 103 – The Artist with apple, sencha and pink peppercorn, feel contemplative and softly structured, ideal for slow afternoons that stretch into evening. Meanwhile, Pearly Sky, built around Jo Vodka 101, The Purist with plum sake and orange bitters, offers a lighter, more luminous expression, perfectly attuned to earlier moments of gathering.
These are cocktails designed to complement conversation and atmosphere, rather than dominate them, a reflection of modern luxury’s move towards subtlety and intention.
Jo Vodka COCKTAIL S
Sepia Form
Ingredients:
50ml Jo Vodka 103, The Artist
7.5ml Apple, sencha & pink peppercorn syrup
4 dash Angostura bitters
Pink peppercorn dusted apple wheel (for garnish)
Method: Take a mixing glass and add all ingredients, fill with ice and stir. Strain into a chilled glass with an ice block. Garnish & serve, Enjoy.
Pearly Sky
Method: Take a mixing glass and add all ingredients. Fill with ice and stir well until chilled. Strain into a chilled painted glass and garnish with a lemon autumn leaf crisp to serve.
Ingredients:
60ml Jo Vodka 101, The Purist
7.5ml Plum Sake Liqueur
4 Dash Orange Bitters
Lemon Autumn Leaf Crisp (for garnish)
A New Kind of Luxury Spirit
In a market saturated with celebrity-backed spirits, Jo Vodka stands apart through authenticity and creative integrity. This is not branding for branding’s sake, but a thoughtful extension of Jo Malone CBE’s lifelong exploration of the senses.
Jo Vodka feels less like a quiet signal of where premium drinking is headed: fewer distractions, deeper engagement, and products designed to be lived with rather than simply consumed.
Jo Vodka is available via jovodka.com, with updates and inspiration at @JoVodka