Grown from this place
PureJoy Botanicals began with a simple observation: there is so much growing around us.
I live and work in Hollenburg, a small wine-growing village on the Danube in Lower Austria. Vineyards shape the hills, alongside gardens, orchards, fields, hedges, old fruit trees, wildflowers and medicinal herbs.
Austria is a wine country, an orchard country and a country of herbs, grains and seeds. Its agricultural richness can be found in small fields, old gardens and plants that have grown here for generations.
This diversity is the heart of PureJoy Botanicals.
The value of herbs
Herbs have always been part of agricultural life.
Yarrow, nettle, St John’s wort, wild rose and elder grow in and
around our vineyards. They tell us something about the soil, provide
food and shelter for insects and bring their own qualities to
the wider farm.In my garden, I grow elderflower, roses, lavender, mint,
hops, verbena and other aromatic plants. Each one has its preferred
place and its own companions. Lavender grows beautifully beside
the roses. Mint enjoys cooler areas. Elder thrives close to the edges of
the garden. Over time, the garden becomes a community in which
each plant has its role.
These herbs are part of the agriculture from the beginning.
They shape the garden, enrich the biodiversity and eventually
become part of the Botanicals.
Following the rhythm of each plant
Every plant has its own moment.
Elderflowers open for a short period in late spring. Roses are gathered when their fragrance is at its fullest. Mint, lavender and hops each follow their own seasonal rhythm.
I harvest in small quantities, all by hand. This gives me the freedom to wait for the right day and to work closely with each plant.
The herbs are dried slowly and carefully, preserving their essential oils, fragrance and individual character.
Small-scale production allows me to stay close to every step: from planting and tending to harvesting, drying and creating the final blend.
This way of working feels natural to me.
Small, attentive and personal.
A taste of Austrian agriculture
Pure Joy Botanicals brings together two agricultural traditions that belong deeply to this region: grapes and herbs.
The grapes come from our own vineyards. The botanicals grow within the vines and the surrounding landscape. Together, they express the character of the place and the season.
Each Botanical has its own personality.
Elderflower brings a bright, floral lightness.
Rose feels gentle and elegant.
Lavender offers depth and energy.
Hops contribute freshness, structure and a fine bitterness.
Mint brings clarity and movement.
The result is a collection of dry, vibrant drinks shaped
by plants, soil and time.
A landscape brought to life
Pure Joy Botanicals is my way of
bringing this landscape into the bottle.
A garden in bloom.
A vineyard through the seasons.
The scent of herbs gathered at the right moment
A pure expression of what grows here.
With care,
Julie Hoch