Yes, really.

The actor, who has played the infamous character for over thirty years, is launching the gin brand with his wife Beverly.

Disappointingly he won’t be naming it after any of Ian’s numerous ex-wives, failed businesses or juicy storylines. He’s steered clear of anything Albert Square related and gone with Neat Gin.

According to his Twitter account he’s been busy doing ‘research’ on the project and given it a trial run in various pubs over recent weeks. An official launch is expected soon.

Surely they’ll stock it in the Queen Vic?