Mr. Mug

Mr. Mug is New Zealand's first vermouth-focused producer, dedicated entirely to reviving and celebrating the art of vermouth making. Created by vermouth maker Erin Madsen, the brand produces small-batch vermouths that showcase New Zealand ingredients, local terroir, and traditional botanical infusion techniques.

Built on a foundation of Hawke's Bay Pinot Gris and enhanced with locally grown and foraged botanicals, Mr. Mug vermouths are crafted to be enjoyed as both cocktail ingredients and standalone aperitifs. Signature botanicals include mugwort, wormwood, chamomile, and native honey, creating layered bittersweet flavours with a distinctly New Zealand identity.

The botanicals are sourced from a historic property in Glen Afton, Waikato, where many of the ingredients are grown and foraged before being transformed into vermouth. Inspired by the global vermouth renaissance, Mr. Mug aims to bring attention back to this often-overlooked category through authentic, locally driven production.