A promising new addition to the caffeinated corporate Americans’ lifestyle has sprung up in West Monroe Tower in downtown Phoenix.
Mornin’ Moonshine, a standalone home for the cold brew coffee served at breakfast hotspot Vovomeena, opened its doors to the public for the first time March 23.
One could say this shop was predestined for success, with its prime location in the heart of a bustling corporate skyscraper and the strong foundation of its parent restaurants Vovomeena, Tuck Shop and Astor House, all of which are owned by local entrepreneur DJ Fernandes.
Mornin’ Moonshine’s opening day was understandably a bit basic; the menu was limited and simple, and the shop was still waiting to receive certain machinery, such as a cold brewing system of its own.
For now, they’re getting cold brew from Vovomeena, which utilizes a Japanese cold brewing system. I decided to give it a whirl anyway, and I must say that it was a very solid, tasteful brew. Also, I don’t know if this is strange to point out, but it had a pretty great aftertaste.
In spite of that missing bit of machinery, there was a full espresso bar set up so guests could order all the cappuccinos and lattes they pleased.
However, if you walked in yesterday looking for something a little
richer, such as a soy vanilla or hazelnut latte, you were probably out
of luck. Don’t fret; it was my understanding that a much more complete
selection of syrups and milks would be available the following day
(March 24).
Most of the pastries, with the exception of the donuts, come from Phoenix Public Market. The donuts are from Rainbow Donuts.
In general, Mornin’ Moonshine’s prices are comparable to other independent coffee shops — no more and no less. However, they have a happy hour where guests can get $1 off pastries from 1 p.m. to 2 p.m. every day.
Mornin’ Moonshine also sells bags of its beans, which it gets from from the Roastery of Cave Creek. I had never been to Vovomeena prior to my visit to Mornin’ Moonshine, so I had never tried the coffee before. However, the fact that Vovomeena’s coffee was so well-received that a standalone success seemed promising is a strong testament to its quality and potential.
When I walked in at around 11:15 a.m. on Monday morning, there were already about six or seven business people lined up in there, which is probably a pretty good representation of the demographic that will continue to dominate the shop. The space is pretty small; there is one large table and a long countertop against the window, but that’s pretty much it for now.
The interior design, however, is very tasteful and welcoming. The chairs had a clean ’70s feel to them, and the structured bar stools were a bright shade of yellow. It was cozy without being too crowded and vaguely vintage without feeling too dusty.
I don’t anticipate that it will compete with places like Lux, Cartel or Lola in terms of attracting a younger crowd of people who are looking to hang out for long periods of time. However, I would still encourage my young comrades and classmates to give it a whirl; it’s a little over a five-minute walk from ASU’s Cronkite and UCent buildings and is definitely worth a shot.
Although its opening day was a difficult time to try to get an idea of Mornin’ Moonshine’s full spectrum of potential, I am confident that its selections will be a valuable addition to the Phoenix coffee culture.
Mornin’ Moonshine is located at 111 West Monroe in Phoenix. It is open until 2 p.m., Monday through Friday.
Reach the reporter at celina.jimenez@asu.edu or on Twitter @lina_lauren.
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