A drink for those who neither like alcohol nor sweet soft drinks – that was the basic idea behind mysa, a new non-alcoholic aperitif that is now being launched exclusively in Luxembourg. The founders had long been aware of the gap between classic soft drinks and alcoholic aperitifs. mysa now fills this crucial market gap.
The Alcohol-Free-Era
“I don’t like alcohol myself, and I’m not particularly fond of soft drinks either. But tea and water get boring after a while, especially at events,” explains co-founder Liz Breuer about the drink’s origins. “I wanted something natural that could be used for mixing, but also with a flavor intense enough to be a standalone drink.”
Behind mysa is the start-up Ultra Sound Liquid, founded by three Luxembourgers with diverse backgrounds – one from the financial sector, one from the creative industry, and one in marketing. None of them had prior experience in the beverage industry. This didn’t hold them back, though it did require some development time: “We spent two years perfecting the formula and finally found a producer in northern Italy who could implement our vision exactly as we envisioned it,” explains Breuer. The result is a complex mix of bitter, botanical, tart notes and a little bit of spice – all without added sugar. “You should be able to drink more than one can with a clear conscience,” Breuer explains.
Shifting Drinking Culture
The growing demand for non-alcoholic alternatives should come as no surprise. More and more people – especially younger generations – are choosing to lead more conscious and healthier lifestyles. Here in Europe, the range of non-alcoholic aperitifs remains quite limited. Apart from the Italian classic Crodino, which is very high in sugar, there are few options. “This market has already boomed in the States,” explains Breuer, who has been living in New York for some time. “People are looking for something fresh, natural, and healthy.” This is exactly the gap mysa aims to fill – or as the co-founder puts it: “mysa doesn’t take anything away from your lifestyle, it adds to it.”
The name “mysa” is a Swedish term that perhaps best translates to the modern term “cozy” and is comparable to the Danish “hygge.” Well-being is a central component of the brand’s DNA.
Community Over Campaign
The first “soft launch” in early November at Rob Vintage Showroom, a stylishly furnished midcentury modern apartment in the heart of Luxembourg City, was already promising: at the intimate event with around 70 guests, consumption was double what was expected. The founders are deliberately focusing on small, exclusive events and building a community rather than large marketing campaigns. “We want to initially build visibility at cultural events,” adds Breuer.
Currently, mysa is exclusively distributed by Caves Wengler in Luxembourg. The three founders, who have all lived in various places around the world, developed the drink with the international market in mind. Under the Ultra Sound Liquid brand, additional products – primarily new flavors for mysa – are in planning, but the focus remains on a successful launch in their home market.
Subscribers to the TaSty-Box, take note: your next delivery will include a can of mysa, ready for you to taste and enjoy the surprise!
Website: ultrasoundliquid.com
Instagram: ultrasoundliquid
Pictures: Ultra Sound Liquid
