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Paul Raymond was an entertainment and property tycoon. From the 1950’s onwards he played a pivotal role in the cultural and social liberation of British society. Affectionately known as ’The King of Soho’ his story forms an important part of the history of the London district of Soho.

Paul’s son Howard Raymond inherited his father’s passion for the Soho district. Together with business partner and gin lover Alex Robson, Howard decided to capture the qualities that make Soho unique in a new drinks brand.

The bold and colourful design of the bottle encapsulates Soho and its ‘anything goes attitude’. Along with with a detailed ‘Spirit of Soho’ character. The character’s velvet tailoring reflects the bohemian fashion of the area. The Fox’s tail signifies Soho’s status as a former royal hunting ground. Furthermore, the fox’s reputation is of a mischievous creature of the night. The trumpet reflects Soho’s rich music history. With the holding of the book the character tips his hat to Soho’s long association with publishing and media.