Urban Moonshine

Urban Moonshine has one of the more unusual ownership stories in natural products. Jovial King grew up off-the-grid in northern Vermont, studied herbalism under Rosemary Gladstar (one of the most respected herbalists in America), and started making digestive bitters in her Burlington kitchen in 2008. She sold them at the local farmers market. They caught on fast.

By 2017, Traditional Medicinals acquired the company. The tea giant saw potential in Urban Moonshine's bitters and tonic line. But the fit never quite worked — distribution stalled, the brand lost momentum, and Traditional Medicinals couldn't figure out how to scale a product that thrived on its small-batch Vermont identity. Rather than shelve the brand or sell it again, Traditional Medicinals did something rare: they gifted it back to its founder.

Urban Moonshine returned to independent ownership in 2023. King and her team resumed production in Burlington, picking up where they left off. The formulas didn't change. The sourcing didn't change. The brand just came home.

The core product is digestive bitters — USDA Organic, Non-GMO Project Verified herbal extracts designed to support gut health. Bitters have been used in traditional medicine for centuries to stimulate digestion, but they'd largely disappeared from American culture. Urban Moonshine brought them back in a modern, approachable format: spray bottles you can toss in a bag, liquid drops, and ready-to-drink tonics.

The line also includes immune support tonics, energy formulas, and seasonal wellness products. Everything is Certified Organic and made in Vermont. The company holds B Corp certification, reflecting its commitment to social and environmental accountability alongside profit.

Urban Moonshine's return to independence isn't just a good story. It demonstrates what happens when a brand's identity is inseparable from its founder — the big company couldn't replicate it, and the founder couldn't let it go.

Products

• Original digestive bitters (spray and dropper)
• Citrus digestive bitters
• Maple digestive bitters
• Immune tonic
• Energy tonic
• Joy tonic
• Clear Skin bitters
• Seasonal wellness formulas

Why We List Them

• Returned to founder ownership in 2023 after corporate acquisition failed
• USDA Organic, Non-GMO Project Verified, Certified B Corp
• Made in Burlington, Vermont
• Founded by herbalist trained under Rosemary Gladstar
• No current corporate parent or outside investors
• Transparent about ownership history and independence