We recently connected with Captain Monju and have shared our conversation below.

Captain , thanks for joining us, excited to have you contributing your stories and insights. What was it like going from idea to execution? Can you share some of the backstory and some of the major steps or milestones?

I’m often asked the question, ‘how did you launch this brand’. Hopefully, my answer will inspire others to look inward, & then move forward with the confidence & courage of their convictions. Monju Spirits launched in the Spring of 2021, but the dream began in the Summer of 2016. I had spent my 15 year career in advertising sales, working for some of the biggest print media properties on the planet. Suffice it to say, I wasn’t born to live behind a desk working for someone else. So the story of ‘America’s 1st Pre-Prohibition Spanish Spirits Brand’ begins…
Our family discovered the journal of our Great Great Great Grandfather Antonio Monju in an antique desk at my Grandmother’s home in Oak Cliff, Dallas. We read of a steamship journey in 1851 from Isla de Menorca, Spain to New Orleans’ French Quarter. This journal wasn’t simply a historical record of family history, but an entire portfolio of Spanish spirits, originally distilled in the village vineyards of Ciudadela, Menorca. Once the spirits recipes translations were complete, I began to build the brand. As a ‘recovering advertising professional’, I took the next logical step & created the ‘Pre-Prohibition Spirits’ brand aesthetic. Old-World Steampunk. After countless hours of study & research the history, provenance & quality of the recipes were settled beyond any doubt. This may sound counterintuitive to some, and I still laugh at myself for taking this approach, but I began building the art & labels of the brand before I had distilled the 1st bottle. “If you don’t know where you are going, all roads will lead you there”!

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Monju Spirits is America’s 1st Pre-Prohibition Spanish spirits brand. Monju’s Laraha, Curacao de 1851 is a dry orange Curacao liqueur. 30% ABV, grain-neutral spirits based, 100% organic Non-GMO botanicals, & contains less than 2% sugar in the 750ml bottle. The name “Monju’s Laraha” is a tip of the hat to the Laraha Orange grown on the Carribean Island of Curacao, discovered by Spanish explorers in 1499.

What’s been the most effective strategy for growing your clientele?

In the 21st century, we live in a global village. For better or worse, life moves at the speed of thought. I view craft spirits & locally-based mixology as key trends driving the liquor market, capitalizing on the current world-wide cultural renaissance as ‘taste-makers’ continue to enthusiastically pursue spirits with complexity of character & embrace historical provenance as ‘raison d’ etre’. Cultural Pioneers & Tastemakers increasingly identify with Craft Spirits brands at the expense of big-name distributors. 4 Key attitudes are driving this market segment’s evolving tastes:

-Desire for ‘Inclusive Exclusivity’
-Preference For Local Brands
-Appreciation For Nostalgia & Preference For Brands With a Clear Provenance & Country
of Origen.
-Appreciation & Respect for History & Process.

We’d love to hear a story of resilience from your journey.

Sure. I had the Monju Spirits Steampunk Airship tatooed on the inside of my left forearm while at Tales of The Cocktail in New Orleans 2017. I’m committed like you read about! All jokes aside, if you’re creating something from nothing, never be afraid to make mistakes. Understand, re-focus, & press on.

Contact Info:

• Website: www.monjuspirits.com
• Instagram: @therealcaptainmonju