All of us are driven by something — craving or obsession, passion or pastime. A drive to seek out the things that inspire us. We call it a YEN. 
At YEN, we are driven by the possibilities of Gin: its fluidity and flavor, its ability to bring people together under the universal banner of taste. Gin is malleable, but unique. Modest, but refined. The bedrock of a great night, a novel idea, or a stimulating conversation. To put it simply, Yen is life. ‍YEN is about celebrating that drive, about moving in step with the zeitgeist to innovate an industry inside and out, from the way we make our Gin and we to the way we interact with our YEN CLUB community. Our conversation starts with a question, the same question that keeps our YEN members inventive, forever on the lookout for the next big thing. Our thing happens to be Gin... What’s your YEN?



Joy Katharina

YEN GIN was developed by award winning mixologist and Gin with a carefully selected concoction of native botanicals. The flavor of YEN Gin pays homage to the beauty of New Zealand’s natural environment and its abundance of biodiversity. 

CEO and creative director, Blue-Monte Hamel, is the mastermind behind the branding, personality and design of the YEN brand and its exclusive membership club experience. 

Blue Hamel is a multidisciplinary, creative director with 10 years of experience as a creative talent working for some of the largest brands and talent in the industry. He has collaborated and worked alongside brands and influencers from across the globe including Adidas, Louis Vuittion, Yeezy, Kanye West and the likes of Kylie Jenner, Childish Gambino, Asap Ferg, David Beckman and more. 

Blue and Luke have over 15 years’ experience in the hospitality industry, Luke has a passion and experience in industries spanning live events, business operations and marketing, specialising in hospitality. Some of his latest projects include popular gin bar, gin gin Christchurch.

The co-founders have partnered up with Entrepreneur and Web 3 Influencer Joy Katharina Lorck-Schierning pioneering in the Luxury, NFT, Blockchain, Fashion and Drinks sectors. Together, the team is geared up to disrupt the traditional Gin market this Spring 2022. They plan to launch the YEN brand simultaneously with their first YEN NFT drop. 

Contact Us

Fields marked with an asterisk (*) are required.
Thank you! Your submission has been received!