Simon Cowell embarks upon brand new career as he enters world of booze

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Simon Cowell joins fellow celebrities in investing in alcohol brands
Simon Cowell joins fellow celebrities in investing in alcohol brands

Media mogul Simon Cowell is venturing into a new business world, buying a major interest in a US alcohol distillery.

Cowell has become the new co-owner of a Miami-based booze plant called Harry Blu's Distillery. The telly icon is backing founder Harry Blustein's bid to turn his three alcohol brands, of handcrafted gin and vodka, into globally successful tipples.

Currently, the bottles are on sale in just a few states in America, but there's a desire for a major expansion in the next couple of years. It puts the X Factor and Got Talent maestro in competition with A-list stars who sell their own vodka and gins, including Ryan Reynolds, Kate Hudson, Snoop Dogg, Dan Akroyd, Ozzy Osbourne, and James May.

Simon Cowell embarks upon brand new career as he enters world of booze rriddqixxiqezinvSimon Cowell partnered with a company that specialises in gin and vodka (NBCU Photo Bank via Getty Images)

Blu's Miami Vodka, described as "a crisp vodka with no rough edges, rich mouthfeel, ultra smooth finish" is at 40% ABV, and costs punters £31.45 for a 750ml bottle. A similar size bottle of Blu's Miami Gin is £39.31 ($49.99), which is described as "A local, original gin made with natural, mostly organic and kosher ingredients. Unique aroma with intense nose notes. A balanced gin with no rough edges or bite."

The high-end 41.7% product Miami Botanical Vodka, which costs £63, is described as "Handcrafted from a blend of the finest botanical ingredients." Cowell said: "I was thrilled when I was asked if I would like to join the Harry Blu brand. The sheer number of awards they have won is a testament to the quality of their product. They are an incredibly dedicated small team with great taste and passion that has built their business. I am excited to be part of the next phase of their growth."

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No information has been provided as to how Cowell connected with Blustein's brand. The business is very new to the packed US market of vodka and gin, with Blustein having launched his original gin in 2019. The vodka launched just two years ago, but the liquor has picked up awards.

Simon Cowell embarks upon brand new career as he enters world of boozeThe company is based in Miami where Simon's wife is from (Getty Images)

Blustein added: "We couldn't be prouder to have Simon on board as a partner. To say he has 'discerning tastes' is putting it lightly. To get his stamp of approval and have him join the HARRY BLU'S® family means the world to us and with his help, we're ready to introduce our fine spirits to a wider audience. With Simon's larger-than-life personality and international profile, I'm hopeful we can bring HARRY BLU'S® to the multitudes. We're blessed to have met Simon and have his support and are excited about what the future holds."

A media release from Blustein states that "the seeds of what would become HARRY BLU'S® the brand were sown over decades as Harry traveled the world, indulging in "the finest food and drink I could find regardless of where I found myself." Developing a fondness for gin – and always on the lookout for a new passion project to dedicate himself to, Blustein aligned himself with a local distillery to begin producing his own signature gin.

"I'm not a mixologist, nor do I pretend to be a master distiller," says Blustein, "but I know quality and I know the flavour and the gin we make is as flavourful, complex, and as enticing as this city itself".

The cheeky media release adds that: "It is quite fitting that Cowell is a part of this project. After all, each bottle of HARRY BLU'S® reads "Talented enough on the rocks or with your favourite cocktail' and who is more in tune with discovering talent than the creator of 'Got Talent" himself?"

Cowell does not have links to Miami, but his partner Lauren Silverman grew up in Hallandale Beach. In 2017 Cowell revealed he'd dramatically cut down on the booze and cigarettes after a horrifying fall down the stairs. The dad-of-one thought he'd "broken his neck" before missing ITV X Factor live shows.

He told Now magazine: "I've cut down smoking to two [cigarettes] a day. That's it!" And then referring to alcohol, Cowell had confessed to downing a vodka at 1-2am to "spark creativity".

Cowell is on US network NBC for the current season of America's Got Talent on Tuesdays.

James Desborough

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