You got your start managing bars and restaurants as well as organising events; what made you passionate about starting a cocktail business?
I have always loved working in the hospitality industry and I am super passionate about people, food and beverage. After years of working late nights in the constraints of four walls, I wanted to be able to have creative freedom and work for myself. It felt like a natural step to start a business and bring those same cocktails I was serving to people from behind the bar anywhere, not just in your traditional bar setting. I am a classic cocktail fan myself, so when it came to launching the initial range (Gin Martini, Negroni, Old Fashioned, and Manhattan), it was a no brainer for us.
How did J.M.R. Cocktail & Co come about, and how long has the company been going?
We wanted anyone to be able to enjoy a perfectly mixed cocktail anywhere. We both agreed on the struggle that exists to find a consistent, well-made cocktail outside of a decent cocktail bar. Born was the concept of J.M.R Cocktail & Co where you would be able to open your fridge, minibar, or picnic basket, and have a perfectly mixed cocktail to drink. The company was founded in 2017 and we slowly seeded into select stockists in 2018. We were the first of our kind doing slightly boozier ready-to-enjoy bottled cocktails in New Zealand. There was a lot of education that needed to take place in order for people to shift their traditional mindset from the current RTDs on the market. We really stand by our quality and blending skills and I know when people try our range, there’s no question that’s the case. Our aim was then and still is now for you to enjoy a well-made drink anywhere.
After discovering the delights of a J.M.R ready mixed cocktail in our hotel bar a couple of weeks ago, we simply had to catch up with the woman behind these stunningly presented hand-crafted bottled cocktails.
What was the most challenging part about getting the business off the ground?
My own fear of failing. It’s terrifying putting yourself out there for potential public scrutiny. I’m incredibly sensitive and I take things ultra-personally, which can be really tough at times. I remember when I first started talking with people about the concept, I would often receive comments such as, “Oh, so you’re just making an RTD?” And yes, the short answer was ‘yes’, but our cocktails were and are nothing like some of the traditional RTDs on the market. They are hand-blended and made to classic recipes with a dash of filtered water which helps replicate the crucial dilution process you’d otherwise receive in a cocktail bar.
For you, what has been the most rewarding part of owning a cocktail brand?
There are so many things! I really love connecting with people. The tasting and event side allows me to continue to do so. I love collaborating with fellow creatives like Yu Mei and YAKISODA. I love that J.M.R is a touch of luxury in people’s lives, we’re that little sparkle you didn’t know you needed, a conversation-starter when you arrive at a dinner party with a bottle in hand, that perfect drop in the fridge after a long day or the cocktails of choice for someone’s special occasion.
What do you see for the future of the brand? Is there anything you want to do or anywhere you want to take it that you haven’t yet?
2021 is all about collaborating with fellow Kiwis, pop-ups, growth in the retail industry and hotels now that our borders are opening back up. With events coming back online, I’m not only keen to get J.M.R to a trade show near you, but I am very excited to build up our drinks catering side of the business too. This year is all about cementing our position in New Zealand as the number one bottled cocktail of choice!
What is your favourite cocktail in the J.M.R. range?
My go-to would be our Negroni with an orange zest or our Gin Martini with a big juicy green olive.
