Curious Elixirs: JW Wiseman on Creating the Non Alcoholic Cocktail Movement

JW Wiseman, founder of Curious Elixirs, shares the story behind one of the earliest premium non alcoholic beverage brands. What began as a personal reflection on drinking habits evolved into a new category of sophisticated alcohol free cocktails made with herbs, roots, botanicals, and fruit.Curious Elixirs was built without outside investors, why the brand releases only one new drink per year, and how designing for the ritual of drinking helped the product fit naturally into social settings. The conversation explores the early insights behind the sober curious movement, the discipline required to bootstrap a beverage company, and why cultural shifts often reward founders who start building long before the market catches up.