Overview: Erin Madsen’s Mr Mug brand secured a trophy and gold medal for its Sweet Vermouth at the 2026 NZ Spirits Awards in Auckland. The production has scaled significantly since beginning as a side hustle, with plans to reach 1,000 litres per batch next year.
The Full Story
Madsen aims to elevate vermouth status among Kiwis, noting that while the region is obsessed with wine and gin, this fortified wine category remains under-discussed. The brand currently produces two products: Ode to Sauv and Sweet Vermouth. The awards ceremony took place in Auckland, where the brand also showcased its presence at the Tauranga Food Show.
The production process involves specific botanical treatments to ensure consistency. Each botanical needs its own treatment, ranging from high alcohol extraction for hardy ingredients like cinnamon bark to delicate extraction in wine or sugar for fresh elderflower. The goal is to make each batch repeatable and consistent without making the job too hard, while getting the craft right.
Production & Profile
Technical specifications highlight a production scale-up from 30 litres to 200 litres per batch, with a target of 1,000 litres for the following year. The Sweet Vermouth recipe incorporates mugwort, wormwood, chamomile, rose geranium, hops, figs, blackberries, and honey. Development required 14 attempts before finalization.
The Ode to Sauv utilizes a base wine of sauvignon blanc, fortified with distilled sauvignon blanc and sweetened with freshly pressed grape juice. Botanicals added include elderflower, passionfruit, different types of citrus, coriander seeds, Nelson Sauvin hops, and mugwort and wormwood to give it that bitter kick at the end.
Brand & Industry History
Madsen describes vermouth as having a “chokehold” on her, leading to extensive research including a trip to Spain in 2024. Her mother owns a rural Waikato property where botanicals were sourced from a large garden. The brand transitioned from a side hustle to fully professional status following the award wins.
What This Means
The win signals a shift toward professional production and consistency, aiming for repeatable batches. Madsen notes that vermouth-makers do not like giving away secrets, requiring independent recipe development. The goal is to get Kiwis to take vermouth seriously as an aperitif or standalone drink.
Consumer Takeaway
Mr Mug is available on its website and from retailers such as By the Bottle, Cahn’s in Auckland, and some Liquorland shops.
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