In the world of craft spirits, few stories are as rooted in heritage—and as daring in innovation—as that of URKA Spirits. Co-founded by Italian chef Matteo Renzi, URKA is a brand born from the rolling hills of Campania and shaped by culinary curiosity, global travels, and a deep respect for ingredients. At the core of its expressions lies the melannurca—a prized Southern Italian cultivar that adds dynamism to every sip. We sat down with Matteo to uncover how this unique fruit became the soul of a premium spirits line that’s already making waves beyond Italy.

Edited excerpts from the interview.

1. What was the “wow” moment that led you to create URKA GORGEOUS SPIRITS?

The “wow” moment came from our deep love for Campania and the desire to tell its story in a completely unexpected way. We realized that the mela annurca, a unique and underappreciated apple, could become the heart of something bold and refined. That spark—transforming tradition into innovation—was the beginning of URKA. And just like the name says, we want every sip to surprise you.

2. As an Italian chef based in France, how has your culinary background influenced the creation of URKA?

Our culinary roots taught us respect for ingredients, balance and storytelling through flavor. The kitchen is a place of experimentation, and that mindset followed us into distilling. We approached spirits with the same curiosity: understanding how to layer flavor, highlight texture, and create harmony. It’s about crafting a sensorial experience, just like a great dish.

3. The brand is deeply tied to the Campania mela annurca apple. Why did you choose this particular variety, and how does it shape the spirit’s profile?

The mela annurca is not just any apple—it’s an icon of Campania, prized for its aromatic complexity, crispness and vibrant acidity. Its unique post-harvest ripening process on straw mats (melai) intensifies the flavor. This depth and elegance translate beautifully into spirits, giving our gin, vermouth, and distillates a refined fruity backbone that’s unmistakably URKA.

4. URKA blends the mela annurca apple with botanicals and spices from around the world. Can you walk us through the selection and blending process?

We spent over four years exploring the world—literally—searching for botanicals that would complement the mela annurca. From Japan to South America, we collected spices, herbs, and roots that align with our philosophy. Each ingredient is tested in multiple combinations, always ensuring the apple remains the star. It’s a long, meticulous process, but it’s what gives our spirits their layered, sophisticated profile.

5. How do you recommend drinking URKA? Neat, in cocktails, or paired with specific flavors?

URKA is versatile and designed to adapt. Our gin is stunning neat or in a refined G&T. The vermouths—white and red—are elegant enough to be sipped solo, chilled, but also shine in mixology. Our cider distillate “Goldy” is ideal in creative cocktails. Pair them with soft cheeses, dark chocolate, or citrus-forward dishes for a full sensory journey.

6. URKA is a premium spirit with a unique botanical blend. Who is your target audience, and how do you position the brand in the competitive spirits market?

Our ideal audience is curious, quality-conscious, and looking for originality. We appeal to those who appreciate craft, care about storytelling, and enjoy discovering new flavor profiles. In a crowded market, we stand out through authenticity—URKA isn’t just a product, it’s an experience rooted in Italian excellence and elevated by global exploration.

7. Sustainability and provenance are increasingly important in the drinks industry. How does URKA embrace sustainability in its sourcing and production?

We work with local producers in Campania for our apples and collaborate with trusted vineyards for the wines used in our vermouths. All botanicals are ethically sourced. We avoid artificial additives and limit waste through small-batch production. Our packaging is thoughtfully designed to minimize impact while maintaining a bold visual identity.

8. How has the global market responded to URKA so far? Are there particular regions where it has gained strong traction?

The reception has been incredibly encouraging. We’ve seen strong interest in Italy, especially in Lazio, Campania, and Emilia-Romagna. Internationally, we are focused on expanding into strategic European markets, and we are seeing growing interest in the United States and Canada. These markets are key to our vision of bringing the essence of Campania to a global audience.

9. What distribution channels are you focusing on—high-end bars, retail, direct-to-consumer, or a mix?

We pursue a hybrid model. Direct-to-consumer sales through our website give us control over storytelling and customer experience. At the same time, we’re partnering with selected distributors, boutique wine shops, and premium cocktail bars that align with our brand values. Presence at trade shows and industry events is also key.

10. Do you see URKA expanding beyond this signature spirit? Are there plans for new flavors, limited editions, or collaborations?

Absolutely. Our current lineup includes a gin, two vermouths, and “Goldy,” our cider distillate. We’re working on an aged version matured in French oak barrels with Calvados-style toasting—a true standout. Limited editions and collaborations are definitely on the horizon, but we love keeping a little mystery. Stay tuned!

Header image sourced from URKA Spirits (Instagram).