UME Plum Liqueur

What UME Plum Liqueur does

UME Plum Liqueur, operated by Plumeshu, Inc. and founded in 2020 in New York, is a single-SKU fruit-forward spirits brand that produces a plum-based afterhours aperitif. The product is handcrafted in the U.S. with plums, dark cherries, grape, green apple, and lemon, and is bottled at 17% ABV with approximately 50% less sugar than comparable liqueurs; it is positioned as gluten-free, vegan, and certified Kosher (OU). The product's visual signature is a natural anthocyanin-based colorant derived from purple cabbage, which is pH-sensitive and shifts hue when mixed, functioning as a low-cost mixability novelty rather than a protected technical asset. The recipe library is built by Head of Sales and award-winning mixologist Luis Hernandez, whose external press profile (GQ, Buzzfeed, WSJ, Gothamist) anchors much of the brand's earned media.

The business operates a multi-channel distribution model. Direct-to-consumer e-commerce is sold through drinkume.com and shopume.com with $10 first-purchase and free-giftbox promotions. Off-premise retail distribution runs through Binny's, ABC Fine Wine & Spirits, and Total Wine across six U.S. states (NY, NJ, IL, MA, FL, CA), with on-demand delivery via Uber Eats and Minibar. On-premise placements at craft venues (La Contenta, Kimika, Thyme Bar) support mixology credibility and backbar positioning. Customer segments are horizontal: (i) social nightlife consumers seeking lower-ABV, longer-evening drinks; (ii) gift buyers attracted by premium packaging and the giftbox promotion; and (iii) bar and restaurant operators using UME in signature cocktails. Pricing is not publicly disclosed.

The company is privately held, has 1-10 employees, has raised no publicly disclosed institutional capital beyond participation in the Distill Ventures accelerator (February 2024), and shows no evidence of M&A, secondary capital, or institutional ownership. The team is led by founder Jenn (CEO) and co-founder Katharine Brandes (CMO). The product has earned Gold at the Bartender Spirits Awards plus Silvers at the San Francisco Spirits Competition, USA Spirits Ratings, and Wine Enthusiast.

Name

UME Plum Liqueur

Legal name

Plumeshu, Inc.

Website

https://drinkume.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

UME Plum Liqueur is a New York-based, single-SKU spirits brand founded in 2020 that produces a 17% ABV plum-based afterhours aperitif with real fruit and 50% less sugar, selling directly via e-commerce and through major U.S. retail and on-premise channels across six states.

Ownership category

akta.pro rank

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Others

Revenue model

1. Direct-to-Consumer E-commerce: UME sells directly to consumers through its website (drinkume.com, shopume.com), offering bottles delivered directly to customers' doors. This includes promotional offers such as $10 off first purchase and free gift boxes with purchase.
2. Retail Distribution: UME distributes through major retail chains including Binny's, ABC Fine Wine and Spirits, and Total Wine, as well as local delivery services and food delivery platforms like Uber Eats and Minibar.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

UME Plum Liqueur is a handcrafted fruit-forward afterhours aperitif made in the U.S.A. with plums, dark cherries, grape, green apple, and lemon. Bottled at 17% ABV with approximately 50% less sugar than competing liqueurs, the product is gluten-free, vegan, and certified Kosher, and is sold as a versatile cocktail base for sipping, spritzing, or mixing.

Product overview

UME Plum Liqueur operates as a single-product spirits brand. The company offers one core product: UME Plum Liqueur, a plum-based afterhours aperitif positioned as an alternative to traditional liqueurs. The product is designed to be versatile, supporting multiple consumption occasions—sipping neat, as a spritz, or as a mixer with spirits and other beverages. The brand markets itself as female-founded, U.S.-made, and positions the product as a cocktail upgrade ingredient. Distribution occurs through retail stores and delivery platforms, with accompanying cocktail recipes showcasing the product's mixability.

Differentiator

Problem solved

Functional benefit

Products and services

• UME Plum Liqueur A handcrafted fruit-forward afterhours aperitif made with plums, dark cherries, grape, green apple, and lemon. Bottled at 17% ABV with approximately 50% less sugar than traditional liqueurs, gluten-free, vegan, and OU Kosher. Designed for sipping neat, as a spritz, or as a versatile cocktail mixer for individual consumers, gift buyers, and on-premise bar and restaurant programs.

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Aperol: Aperol (Campari Group) is the dominant low-ABV aperitif globally, anchored by the Aperol Spritz cultural phenomenon. UME directly competes for the aperitif/spritz occasion with a more craft, fruit-forward, plum-based profile but at vastly smaller scale and brand recognition.
• Campari: Campari (Campari Group) is a bitter Italian aperitif with a broad portfolio including Aperol, Campari, Cynar, and Appleton. UME competes for the same aperitivo occasion and backbar slot, though at a fraction of brand awareness and trade marketing spend.

Direct peers

• St-Germain: St-Germain (Bacardi) is a craft-positioned single-SKU elderflower liqueur that built a premium lifestyle brand. UME follows a near-identical playbook: one flagship fruit-based liqueur, mixologist-led on-premise strategy, and lifestyle marketing targeting craft cocktail enthusiasts.
• Lillet: Lillet (Pernod Ricard) is a French aperitif positioned as a lighter, fruit-forward, lower-ABV alternative to traditional liqueurs. UME shares the 'aperitif' occasion positioning, fruit-forward flavor profile, and lower-ABV sweet spot, though Lillet operates at vastly greater distribution scale.
• Italicus Rosolio di Bergamotto: Italicus is a craft-positioned Italian bergamot liqueur that built a premium aperitif brand through on-premise mixologist relationships and award recognition. UME shares the craft liqueur positioning, on-premise-driven GTM, and premium fruit flavor profile.
• Cocchi Americano: Cocchi Americano is an Italian craft aperitif wine distributed in the U.S. craft spirits channel. UME shares the craft cocktail-ingredient positioning, mixology-led brand building, and backbar-driven on-premise strategy targeting premium bars and cocktail programs.
• Dolin Vermouth de Chambéry: Dolin is a French vermouth/aperitif producer with craft positioning in the U.S. market. UME shares the low-ABV aperitif positioning, fruit/botanical flavor profile, and craft-channel distribution strategy targeting on-premise mixologists and specialty retail.
• Giffard: Giffard is a French family-owned liqueur producer with a broad fruit liqueur portfolio. UME shares the all-natural fruit liqueur positioning, premium craft channel focus, and mixologist-driven marketing approach, though Giffard operates an extensive SKU range versus UME's single product.

Emerging players

• Mr Black Cold Brew Coffee Liqueur: Mr Black is a craft Australian single-SKU coffee liqueur that scaled globally via mixologist endorsement, premium positioning, and award recognition. UME shares the single-SKU craft liqueur playbook, award-driven credibility, and mixologist-led on-premise strategy at a similar growth-stage scale.
• The Shed Distillery (Drumshanbo / Gunpowder Gin): The Shed Distillery's Drumshanbo Irish gin and Gunpowder Gin built a craft spirits brand through distinctive botanical profiles and on-premise mixologist relationships. UME shares the craft botanicals positioning and on-premise-led growth model at a comparable early-stage scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@drinkUME
• Instagraminstagram.com/drinkume
• TikToktiktok.com/@drinkume
• Facebookfacebook.com/drinkplum
• LinkedInlinkedin.com/company/umeplum

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about UME Plum Liqueur