Jovial King | Source | Founder at Urban Moonshine

Jovial King is the Founder, CEO & Creative Director of Urban Moonshine, a Vermont-based organic herbal apothecary sustainably producing high-quality stress, immune support, and digestive function herbal solutions.

Jovial started Urban Moonshine in her kitchen in 2009 and it has grown from a booth at the local farmers market to a national brand with a loyal following. Raised deep in the countryside of Northern Vermont, Jovial grew up on an off-the-grid homestead, where she developed a great love of plants, herbal medicine, and an interest in healing. After attending Naropa University in Boulder, Colorado and going on to study herbal medicine, she followed in the footsteps of her entrepreneurial family to launch Urban Moonshine.

Among the earliest in a now-crowded market, Urban Moonshine’s products became popular for those seeking wellness alternatives and were lauded in the media. After double-digit growth, Jovial sold Urban Moonshine to Traditional Medicinals, a California-based tea company, in 2017. She reclaimed ownership in 2023 and is re-launching the brand.

Together with herbalist Guido Masé, she published DIY Bitters: Reviving the Forgotten Flavor - A Guide to Making Your Own Bitters for Bartenders, Cocktail Enthusiasts, Herbalists, and More. She is a board member of New England Biolabs Foundation. She lives with her husband and two sons in Burlington, Vermont.