Traditional Medicinals and Urban Moonshine Announce New Relationship

Traditional Medicinals and Urban Moonshine Announce New Relationship

Herbal tea pioneer joins forces with well-respected plant-based liquid extract company to further connect people to the power of plants  

Burlington, VT, November 16, 2017 – Traditional Medicinals, a leading seller of wellness teas, recently acquired the assets of Burlington-based Urban Moonshine, an herbal lifestyle brand best known for organic bitters and herbal tonics formulated to support the modern lifestyle.

Both botanical wellness companies are aligned with the usage of high quality organic ingredients, ethical sourcing processes and a mission to make herbalism more accessible by connecting people to the power of plants. Traditional Medicinals and Urban Moonshine will continue to operate separately and retain existing headquarters in Sonoma County, CA and Burlington, VT.

“In Traditional Medicinals’ 43-year history we’ve never come across another company that was such a natural fit with us like Urban Moonshine,” said Blair Kellison, chief executive officer at Traditional Medicinals. “Our company has always prioritized herbal education through our in-house herbalists and this partnership offers an expanded platform for both brands to meet consumer needs and introduce additional herbal product formats.”

Jovial King, an entrepreneur and passionate herbalist, founded Urban Moonshine in 2008 and has brought the brand well-deserved recognition as a pioneer in the industry. Guido Masé, Urban Moonshine’s chief herbalist and a well-known, leading voice in the American herbal community, has helped Urban Moonshine with his fresh approach to plant-based extracts and dedication to herbal education.

The companies also have a deep-rooted connection that ties back to Rosemary Gladstar, Traditional Medicinals co-founder and legendary herbalist. "I'm so pleased to see these wonderful companies and herbalists come together,” said Rosemary Gladstar, who trained King. “Both companies have such integrity and I'm thrilled to see what they will manifest together in the world.”

Traditional Medicinals and Urban Moonshine will work together to respond to the increasing demand for herbal products that support everyday wellness.

“I couldn’t dream of a better partner than Traditional Medicinals. Together we will amplify our mission to bring plant-based solutions to more people and change the way we all think about the healing power of plants,” said Jovial King, founder of Urban Moonshine. “Joining the two teams’ resources, including herb supply chains, industry experience and passion for herbal medicine is a winning formula.”

This new partnership will be seamless to retailers and consumers as both brands and product offerings will remain the same.

About Urban Moonshine

Urban Moonshine was founded in 2008 in Jovial King’s kitchen with the goal of making herbal medicine more accessible. We specialize in high quality liquid herbal extracts with a focus on digestive bitters, herbal tonics, and everyday health remedies. Urban Moonshine has grown from a booth at the local farmers market to a nationally distributed and recognized brand while staying true to its mission of bringing high-quality, certified organic herbal medicine to more people and changing the way we think about the healing power of plants. We aim to return the use of herbal medicine to daily life, to bring it “out of the cupboard and onto the counter”.  We are positioning our herbal products as part of a growing wellness movement, focused on authentic, effective, whole plant solutions. Urban Moonshine is based in beautiful Burlington, VT and is proud to be a woman-run company.

About Traditional Medicinals

Traditional Medicinals, Inc., a California Benefit Corporation, Certified B Corporation and California Certified Green Business, is a leading seller of wellness tea in the U.S. and the pioneer of the wellness tea category in the U.S. and Canada. Traditional Medicinals is also the leading seller of both organic tea and Fair Trade Certified™ herbal teas in the U.S. and Canada. The company is passionate about connecting people with plants and sharing centuries-old wisdom of how to use them. Their more than 50 high quality wellness teas are formulated by herbalists using pharmacopoeial grade herbs. This is one of the defining qualities that sets Traditional Medicinals apart from many leading tea brands. Founded in 1974, Traditional Medicinals is an independent company that embraces sustainability, ingredient quality, and social and environmental activism. For additional information, visit

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