Muyu, a new brand that is out to redefine the liqueurs category, offers liqueur expressions that are inspired by the Amazon and centered upon responsible sourcing. These liqueurs take inspiration from the Amazon rainforest and only use natural ingredients sourced from Europe, so as not to put stress upon an already vulnerable region.
Interestingly, some of the natural ingredients are sourced from the French town of Grasse, which is known as the perfume capital of the world, and the expressions are prepared with an approach that's comparable to the way a perfumer works to create scents.
The Muyu expressions include Jasmine Verte, Chinotto Nero and Vetiver Gris, and a portion of the profits from each bottle is put towards a nonprofit organization in the region.
What's Driving This Trend
- Rainforest-inspired Liqueurs
- Opportunity for creating innovative liqueur expressions inspired by natural ingredients sourced from specific regions.
- Responsible Sourcing
- Opportunity for brands to prioritize the use of natural ingredients sourced responsibly to reduce ecological impact.
- Perfumer-inspired Approach
- Opportunity to apply a perfumer's approach to create unique flavors and scents in the liqueurs category.
Who This Affects Most
- Liqueurs
- Opportunity for liqueur brands to redefine the category and differentiate themselves through unique concepts and responsible sourcing.
- Nonprofit Organizations
- Opportunity for nonprofit organizations to benefit from partnerships with brands that donate a portion of their profits.
- Perfume
- Opportunity for perfume industry to collaborate with liqueur brands in sourcing natural ingredients and leveraging their expertise in scent creation.
