SONDRA BAKER - MUJEN

MUJEN

The New Ancient

When Sondra Baker, a curiosity maven by nature, first heard whispers of shochu—an ancient, 500-year-old Japanese elixir with a reputation for health benefits—she knew she had to learn more. What began as a quest for knowledge quickly turned into inspiration. From that spark,

MUJEN was born. Tracking down the globe-trotting powerhouse in between meetings and international flights, we managed to catch up with Sondra in the middle of her whirlwind schedule, kicking off this interview amidst a flurry of activity and shifting time zones.

The Lab Mag What is the origin story of MUJEN?

Sondra Baker I was feeling stuck in my tech startup when, during a holiday in Tulum, my husband mentioned a 500-year-old Japanese spirit called shochu—no sugar, no carbs, no hangover, and heart healthy. I'd never heard of it and was immediately intrigued. It was 2:30 AM; I grabbed my computer and started investigating. I discovered a whole world that was completely unfamiliar to me. That was the start of a journey that led me to Japan, introduced me to people and traditions I could have never imagined, and a partnership with my friend Bruce Bozzi, that has become one of the most treasured relationships in my life. That's how MUJEN was born. A lucky moment of introduction, an attraction to ancient cultures and their refined creations, and friendship.

LAB Tell us your story.

SB I was very lucky. I grew up on the East Coast, surrounded by beauty—on the eastern shore of Maryland and in the rolling hills of Middleburg Virginia. My two childhood homes were filled with the fabulous antiques my mother brought from Europe. This early exposure to art and nature sparked my love of design and shaped my sensibilities.

When I came of age, I decided to pursue acting. I moved to Los Angeles and landed roles in a number of iconic shows, including Cheers. But I was restless, and while pursuing acting, I started a company with two friends - the first high-end restaurant delivery service in LA called ‘Why Cook’. It's still around today. Since then, I've lived in the world of startups on the East & West Coasts, combining my lifelong love for design with the skills I honed as an actress - most critically, thick skin. I also started a family with my husband Ken and have been raising our daughter, Alexandra.

LAB What has been the biggest challenge in building a company from ground zero?

SB I think turning any idea into reality is always filled with unexpected challenges. For me, one of the biggest hurdles has been ensuring that MUJEN's quality and authenticity are reflected not just in the product but in every detail of the branding and the partnerships we cultivate. We're creating an experience, not just a spirit, and maintaining that vision across different markets is challenging and incredibly rewarding.

LAB What's your favorite MUJEN moment?

SB Oh, that's a tough one. There are so many - If I had to pick one, I would say it was that first moment in the wee hours of the morning in Tulum when the journey began. I just had a feeling that I was about to embark on something wonderful. And I was right!

LAB What are some of the glamorous places offering MUJEN?

SB MUJEN can be found in iconic locations like Bar Hemingway at the Ritz, Hotel Costes and Hotel Lutecia in Paris, San Vincente Bungalows and Sunset Tower Bar in Los Angeles, Ella's Lounge at the Brooklyn Paramount, Scarfes Bar at the Rosewood London and soon to be in Chiltern Firehouse and The Connaught in London. Being featured in these prestigious places, known for tradition, luxury, and high standards for quality, is incredibly thrilling and, quite frankly, an honour.

LAB Are there any cultural traditions tied to MUJEN?

SB MUJEN, as a shochu, draws from a rich Japanese cultural tradition. Shochu has been enjoyed in Japan for centuries, often made in small batches with meticulous care. It's more than just a spirit; it's a symbol of community and heritage, shared at gatherings and celebrations. In Japan, Shochu is the drink that brings people together – a source of shared connection at the everyday get-togethers that are part of the fabric of Japanese life. We hope MUJEN captures this spirit and offers a taste of Japanese tradition and hospitality to people around the world.

LAB What makes MUJEN different from other spirits?

SB Its subtle complexity makes MUJEN unique. We use a blend of carefully selected fine ingredients (Hinohikari rice, Koji malted rice, water from the Kuma River system) and a meticulous distillation process to achieve a smooth, clean profile that is unlike anything else. It's versatile, perfect for cocktails, but still refined enough to be savoured & enjoyed neat. It's all about balance and harmony, reflecting Japanese-inspired principles we love.

LAB What is the story behind the design of the MUJEN bottles?

SB The solid glass tops were inspired by the glass telephone insulators I collected as a child, which came in vibrant colours and looked like jewellery.

The bottles themselves were the result of working with artisans around the world to create a bottle that conveyed simplicity, beauty and strength. It was also essential to me that holding the bottle felt like handling something substantial – a creation in glass, a piece of art you wouldn't ever want to throw away.

The label centers around an Enzo, the ancient Japanese symbol. We created a unique design for MUJEN with an artist I found in Europe. Even before we sold our first bottle, MUJEN was awarded one of the oldest and most prestigious label design awards in the United States.

LAB Spirits and literature are tightly bound, which piece of literature most resonates with MUJEN?

SB A Moveable Feast by Ernest Hemingway & In Search of Lost Time by Marcel Proust. Hemingway's A Moveable Feast, with its focus on savouring life's pleasures in the vibrant setting of Paris, feels like the perfect fit with MUJEN's spirit of celebration and the embrace MUJEN has received in the most lively rooms in that beautiful city.

Proust's ability to evoke deep memories through a single taste—the famous madeleine moment—really resonates with what we aim to achieve with MUJEN. We want to offer a sensory experience that goes beyond the surface and feels timeless and reflective.

Both novels inspire the idea that we can transform everyday moments into something unforgettable, through quality and taste.

LAB What's the best advice you've ever received? And the worst?

SB The best advice I've received is to stay open and always remember the 'why' behind what I'm doing. The worst advice? "Stay in your lane." Growth happens outside comfort zones. Had I stayed in mine, MUJEN would not exist.

LAB Your personal favorite Mujen recipe?

SB Well that really depends on the day, but I do have a few favorites. My Number One is MUJEN Ai on the rocks. The only problem is it just goes down way too fast! Anderson Cooper, when he tried it for the first time on his live New Year's Eve show on CNN, said "It's so delightful… it's like a lovely siren licking you from the seas of Odysseus!"