MUYU, A Pioneering Liqueur, Makes Its Debut In The US

The Collection of Three Distinct Expressions Brings New Heights to Mixed Drinks with Previously Inaccessible Ingredients, Made Using Advanced Methods of Flavor Extraction       

New York, NY (October, 2024) – Monica Berg, Alex Kratena and Simone Caporale are known for creating bar concepts that have set the precedent for new leagues of excellence in today’s cocktail landscape. Their multi-award-winning bars such as London’s Tayer + Elementary and Barcelona’s SIPS have opened progressive platforms for education and innovation within the bar community, elevating cocktail culture and changing the realms of what was thought to be possible. It should come as no surprise then that this trio would develop an entirely new drinks product that redefines modern liqueur and brings the sensory experience of drinking to extraordinary heights. 

MUYU is a collection of three liqueurs – Jasmine Verte, Chinotto Nero and Vetiver Gris – each designed to bring elevated flavor and aroma to cocktails and mixed drinks. Each liquid begins with the precious extraction of a single note, which is wrapped with additional extraordinary ingredients to create a completely developed and complex liquid. The liquids were formulated to highlight the individual ingredients, chosen by the founders for their scarcity behind the bar and with the goal to create something completely unique.

The idea for MUYU, whose name is a direct translation of 'seed,’ came from an eye-opening trip to the Amazon shared by Monica, Alex and Simone. They were inspired by the area’s incredible biodiversity to create a brand that would unlock unconventional ingredients for both bar professionals and consumers. MUYU came to life via De Kuyper Royal Distillers, the Dutch family business with over 320 years experience in distilling high-quality liqueurs. The team also worked with leading experts to source, concentrate and capture aromatic substances of plants, flowers and fruits. 

Monica, Alex and Simone combined a boutique perfume attitude and their own cocktail philosophy to redefine liqueurs and create MUYU. An instant hit in Europe after launching in 2019, the brand brings bartenders and drinks enthusiasts an incredibly functional product, intentionally made to have a lower sugar content and provide the ultimate versatility in mixed drinks. The three expressions include:

• Jasmine Verte (24% ABV) – floral, blooming, fresh, sensual and luminous jasmine with accents of neroli, patchouli, yuzu and iris
• Chinotto Nero (24% ABV) – citrusy, opulent, zesty, lush and mystical chinotto with accents of cinchona, oak moss, curacao orange and cacao
• Vetiver Gris (22% ABV) – earthy, woody, mystical, intriguing and endless vetiver with accents of timur, patchouli, petit grains and cedarwood  

“The United States has been at the forefront of experimental spirits and unique cocktails for many many years, it’s one of the most creative markets in the world,” says MUYU co-founder, Alex Kratena. “It’s been a goal and a big dream of ours to introduce MUYU to US bartenders and consumers to see how they interpret it in cocktails for themselves. It fascinates me that every time we think we’ve considered every way of using our liqueurs, our industry friends surprise us with a recipe we couldn’t imagine – and we can’t wait to taste them.” 

MUYU Liqueurs are now available at select retailers nationwide and online at muyu-liqueurs.com for a suggested retail price of $39.95. MUYU uses a number of different techniques and methods to extract flavor and works with experts to blend aromatic substances with alcohol, water and sugar to create the final liquid. Ingredients are sourced from Grasse, France and expertly blended at De Kuyper Royal Distillers in Schiedam, The Netherlands. For more information, visit muyu-liqueurs.com and follow on social media at muyu_liqueurs. 

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Media Contact

Rachel Harrison Communications

About MUYU Liqueurs 

MUYU is a collection of liqueurs designed by three of the world’s most celebrated bartenders: Monica Berg, Alex Kratena and Simone Caporale. Made with extraordinary ingredients, its three expressions, Jasmine Verte, Chinotto Nero and Vetiver Gris, combine the expertise of leading aroma experts with sophisticated flavor-extraction techniques inspired by perfumery. A cult favorite amongst bartenders around the globe, it was designed to bring elevated flavor and aroma to cocktails and mixed drinks.