MYST Drinks

MYST Drinks is a UK-based premium flavoured spirits brand operating under the parent company Liquor-ish Ltd. Founded in 2018, the brand set out with a singular mission: to create flavoured spirits that are smooth, approachable, and genuinely enjoyable — without the sharp burn associated with traditional tequila and rum. The company was born after its London-based co-founders bonded on a holiday in Mexico over their shared dislike of tequila and resolved to do something about it.

The brand addresses a clear gap in the spirits market: the growing cohort of younger consumers who are drawn to premium spirits categories but find traditional expressions too harsh or unapproachable. Rather than competing in the crowded standard spirits segment, MYST targets the intersection of flavour innovation and premiumisation — a space where cocktail culture and social media have created strong demand for visually distinctive, flavour-led products.

MYST's core range includes Salted Caramel Tequila, Coffee Tequila, and Spiced Apple Rum, all bottled at 26% ABV and formulated to work equally well as chilled shots, over ice, or as cocktail ingredients. Products are vegan-friendly and gluten-free. The brand distributes through UK retail, e-commerce, and on-trade channels, and has brand affiliations with MOBO and IHS.

In 2024, MYST raised £1.4 million to scale production, develop new flavour variants, broaden distribution across UK retail and on-trade, and invest in brand marketing. The round positions the company to expand its presence with younger consumers as flavoured spirits continue to grow as a category within the UK's £16.8 billion spirits market.