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Forbes
03-06-2025
- Business
- Forbes
The Curious Case Of Booze-Free Beverages
JW Wiseman, founder of Curious Elixirs, has pioneered an original approach to the non-alc space. What began as a personal quest to drink less has blossomed into a pioneering force in the non-alcoholic beverage industry. In this interview, JW Wiseman, founder of Curious Elixirs, shares the decade-long journey of his brand, from kitchen experiments to navigating market shifts and shaping the future of social drinking. We sat down to discuss the evolution of his innovative elixirs, unique marketing strategies, and the unconventional distribution model that has propelled Curious Elixirs to the forefront of a booming category. Dave Knox: This year is your 10-year business anniversary with Curious Elixirs. What led you to launch the business? JW Wiseman: The short answer is I was drinking too much. While working at Thrillist, I had 20 drinks one night and didn't even have a hangover the next day. That experience started me on the path to launching the first craft non-alcoholic cocktail company. I was a big cocktail enthusiast, loving Negronis, Blood and Sands, and other innovative drinks. But as I changed my relationship with alcohol, I couldn't find anything adult to drink. Curious Elixirs started with me tinkering in my kitchen, then slowly realizing there might be a business here. Knox: How did you go from tinkering in your home kitchen to bottling and tweaking formulas, transforming a hobby into a professional business? Wiseman: It was a slow burn. I started mixing different things in my kitchen, trying to make a non-alcoholic Negroni or Dark and Stormy. Then I brought my creations to parties. At the opening party of Playland Motel, a hotel I co-owned, I put out a giant carafe labeled Curious Elixir No. 1. People didn't realize it had no alcohol and drank it more than the mezcal or other cocktails. I thought, "People are drinking this because it's delicious." That was the "aha!" moment, realizing it had a much bigger audience than just me and my friends who were drinking less. That led me to consider a Kickstarter, find a commercial kitchen, and research the market. I discovered that over 75 million adult Americans didn't drink alcohol, and another 90 million had two or fewer alcoholic drinks a week—these numbers were from over a decade ago and have only increased. The term "sober curious" didn't even exist when we started. The process was slow at first, taking a couple of years to piece together that this should be a business and a huge opportunity. It wasn't until I saw Martha Stewart speak in 2015 that I decided to turn this into a real business. Knox: When you first put Curious Elixir No. 1 on the bar, how has the formula changed since then? Did that original one include adaptogens, which you're known for today? Wiseman: Yes, Curious Elixir No. 1 had functional herbs. After leaving Thrillist, I started a marketing company for growth-stage clean food companies. One client was Daily Harvest, which opened my eyes to the power of adaptogens and functional herbs to support the body. I saw a market for these remedies—herbs with a long history of traditional usage. Rhodiola rosea particularly stood out, with its multi-thousand-year history, first referenced in 77 AD. It can help balance cortisol and aid serotonin and dopamine absorption. Adaptogens were built into Curious Elixirs from day one. I felt this could be Curious Elixirs' "secret mission": be flavor first, and as the market matured, we could talk more about the functions and how adaptogens support the body. That's what we're increasingly known for. But initially, we focused on making the best possible drinks with depth, complexity, and sophistication to appeal to beverage directors, sommeliers, and aficionados. Knox: Balancing education about the non-alcoholic space and the use and safety of adaptogens must have been challenging at the early leading edge of these trends. How did you approach this? Wiseman: For the first five years, adaptogens were very secondary, almost tertiary, messaging. It was like being vegan 30 years ago—people didn't know what it meant, and many still don't quite understand adaptogens. So, we went heavy on flavor first for the first five years. That's why Daniel Boulud restaurants, Alinea in Chicago, and other world-class establishments picked us up. We focused on creating the world's best non-alcoholic drinks, which hadn't been done before. It's only been in the last two or three years, from 2020 onward, that people started to realize there's a whole class of plants that can boost the body or reduce adrenal fatigue. That's when things picked up in the adaptogen space. Now you see ingredients like Lion's mane, which is in our newest Elixir, Curious Zero, a Lion's mane lager. These ingredients are having a moment, but it's been years in the making. Knox: You have an amazing marketing background, working with brands like Daily Harvest and trendsetters like Thrillist. How has that influenced Curious Elixirs' branding and marketing? Wiseman: Taking the Thrillist example, we described Thrillist's voice as if Han Solo were your friend telling you about the coolest spot. It's like having a cool older brother or a friend who's more in the know, but always with a fun and whimsical style. If someone entertains you while educating you, it performs better, sticks better, and reaches more hearts and minds with a sense of humor. We took that to heart. When we launched our Kickstarter, we did a Game of Thrones spoof video that got over six million views on Facebook. That was huge for us in breaking through the clutter, especially when video was relatively new on that platform. I think incorporating an eye and voice from comedy is incredibly helpful for breaking through clutter, and that's something we've always baked into the brand. Knox: Let's discuss funding. You started with Kickstarter. How have you approached your funding journey as you've grown the business over the last decade? Wiseman: Because we were so early and this segment of the beverage industry literally didn't exist before Curious, we decided not to take outside capital. We did it ourselves, using Kickstarter to break through the noise, create a time-boxed campaign to get our first 500 buyers, and secure initial press and validation. Since it was so early, we didn't need to raise a lot of money. Because we make a luxury item—something at the high end of what's now a real segment of the beverage industry—we've been running on cash flow ever since. Profits are reinvested to grow the team, expand distribution, secure multiple warehouses, reduce costs over time, and continuously refine our recipes. We never stop refining, just like with business practices or marketing; we always strive to make our drinks better. Knox: Regarding your distribution strategy, many brands go straight to large retailers. You've taken a different approach. What led to your choices in distribution and driving consumption and awareness? Wiseman: A lot of this comes from the Warren Buffett school of "look at what everybody else is doing and do the opposite." Everyone was launching celebrity tequila or going retail-first. We decided to go direct-to-consumer (DTC) first because we believed we'd build an army of ambassadors and then determine distribution based on where our highest quality customers were. Once we saw a concentration of great customers in Michigan, for instance, we knew we should have a distributor there. I also started with DTC because it's what I knew. At Thrillist, I was also head of marketing for JackThreads, an e-commerce clothing company. I learned e-commerce and DTC marketing strategies at scale, taking JackThreads from a few million to $55 million in annual revenue. It was leaning into my strengths. Also, a retail-first strategy requires a ton of capital. In the early days, without raising money, we needed a capital-light approach. We needed to sell all our product, reinvest in the next production run, and keep going for years while refining our practices for efficiency. Now, we're finally moving beyond the self-distribution we've done for 10 years. We're in a few thousand doors across the country. To get from 2,000 to 20,000 or 50,000 retailers, we'll need the best distributors in the business. That's a big part of the current and next few chapters for Curious: working with best-in-class distributors who care about craft, serve their customers well, and understand that this growing segment is not a fad; it's a seismic shift in how we consume beverages. Knox: Are there any places in your current distribution footprint that you're most proud of or that would surprise people? Wiseman: Some came to us organically, like Alinea in Chicago reaching out. The French Laundry, within our first couple of years, had a sommelier targeted by an Instagram ad who became a wholesale client. These things surprised us. Another inbound surprise was the Four Seasons on Oahu—we didn't have a broker pitching a high-end hotel; they came to us. I think that's because we've focused on making the world's best booze-free beverages, and the reviews speak for themselves. Being named Best Non-Alcoholic Drinks five years in a row by the New York Times or being the official non-alcoholic partner of the James Beard Foundation attracts these "wow, I can't believe we're carried there" moments. But it's also the small ones. Not just the big names, but places like a local winery in Asheville, North Carolina. The fact that Curious does well there warms my heart because that's our mission: to transform how we drink socially. When your local craft brewery or winery carries Curious for an inclusive drink menu for friends who don't want alcohol, that's how we're changing culture. The more small wins we have, the more we change culture. Knox: Your marketing and social media presence are built around the concept of curiosity and mystery. Why are those at the heart of your marketing strategy? Wiseman: Because that's where it all started. Curious Elixirs began with the question: What would a high-class drink without alcohol look like? And then: What if that drink could make my body feel better than feeling awful the next day? Questions lead us down the path of progress. That's why it had to be baked in from the start. Knox: How have you creatively brought that concept to life for consumers? Wiseman: We do super fun stuff. For example, when we launch a new flavor, we always have a mystery pre-sale. We announce the number of the next elixir—it's clear we've been doing this for 10 years because we have Curious 1 through 9, and now Curious Zero for our 10th. The mystery pre-sale launches with no hints about the flavor, just some education on the function. For Curious Zero, we said, "This will lift your libido and boost your brain with adaptogens." Our diehard fans love it; they enjoy the unboxing moment where they don't know what they'll get. Another fun, Curious initiative was the Great Curious Cocktail Party. This was our third year, and happened on May 14th, 2025. We host 100 parties in 100 cities on one night—a constellation of celebrations. It's wild to see the hosts' creativity. We put out a call for hosts, saying, "Tell us what you want to do, whether it's five people or 50." We've had everything from beach bonfires in San Diego to speed dating in Buckhead, Atlanta, to backyard concerts in Nashville, Bollywood movie nights, comedy nights, and ballroom dancing. People devise all sorts of ways to celebrate what being curious means to them. We host our own party at Club Curious, our sober speakeasy in Williamsburg, Brooklyn, and have a toast across the country with over 100 parties going on simultaneously, celebrating life, because life is more interesting with less booze and more creativity. Knox: For the Great Curious Cocktail Party, how does it work? They submit ideas, and then what's the brand's involvement beyond marketing and promoting? Wiseman: We had about 400 people apply to be party hosts. Our marketing team approved just over 100, plus over 50 retailers, so we had 150 parties this year. We sent them a party pack with Curious hand fans, other party materials, and four cases of Curious Elixirs. We provided the drinks, they provided the people. We even had a Spotify playlist and did a live stream at 9:00 PM Eastern Time on May 14th. So, it's a lot of coordination from the marketing and wholesale teams working with retailers. We even had a webinar on how to throw a Great Curious Cocktail Party to help people understand how to serve them. Curious Elixirs are easy to serve: just flip it before you sip to remix ingredients, then pour over ice. Garnish with abandon—add whatever you like. We have suggestions, but we encourage people to tinker. That's how this all started, with me tinkering, and it's important for people to know it's okay for them to tinker too. Knox: The brand has achieved enormous recognition. The category has changed significantly with many new competitors. How have you stayed at the forefront of brand awareness and remain the first choice for consumers? Wiseman: We just focus on what we're doing. It's great that so many new non-alcoholic beverages have emerged; it validates that this category should exist. There should be many quality non-alcoholic options. How we've distinguished ourselves: A dozen years ago, I knew making Curious would change beverage culture. Taking that to its logical extreme means hundreds of options. If you focus on making the best version of your specific product, you don't have competition. You focus on yourself and your customers. That also ties into why we don't have investors—we're only accountable to our customers. I read every review, good or bad, and listen to feedback to make our products as good as possible, while balancing factors like sugar content. One key learning is that customers want delicious flavor but not a lot of sugar, especially those seeking healthier lifestyles. We've found ways to balance natural fruit with bitter and herbaceous elements. We're obsessed with quality. No other brand gets blood oranges from Sicily for a spritz. Our numbering system, Curious Zero through 9, is a nod to cocktail culture with famous drinks like Corpse Reviver No. 1 or Pimm's No. 1. It's an homage to the history of brewing, fermentation, distillation, and mixology that inspired me. When it comes to the non-alcoholic sector at large, we're just focused on making the world's best booze-free beverages, and we think it's great that many other players have entered the space. A word of caution: just because something is non-alcoholic doesn't mean it's good for you. Many companies claim to be healthy while using carcinogens, preservatives, and other problematic ingredients. Always read your labels. It takes time and research, but it's crucial as the non-alcoholic industry evolves. We're obsessed with high quality, not using preservatives, natural flavors, or other shady stuff. Knox: The business is 10 years old, and you just released Curious Zero, your 10th formula. Where does the business go from here? What do you envision for the next 10 years of innovation in flavor, distribution, and beyond? Wiseman: There will definitely be more innovation in the non-alcoholic sector. People will become more curious about how they feel after drinking something and what supports their body. For Curious Elixirs specifically, you'll see us in more restaurants, performance venues, and regions. I can't predict the next 10 years exactly, but it's getting easier for Curious to get on shelves and behind bars. Bartenders and restaurateurs are realizing they can make more money by serving the most followed brand in non-alcoholic. It has a gravitational pull now, which will continue to help us transform our drinking culture as the years go by.
The Sun
22-04-2025
- The Sun
People need to stop the viral plane seat hack – it's selfish and it ruined my flight
CHECKING in late, buying snacks for the crew - the internet is full of hacks for trying to get the best plane seats possible without paying for them. But there is one viral flight seat hack that I absolutely hate - despite travellers bragging about it. 3 3 If travelling with a mate or partner, it can be tempting to try and get a whole row to yourself with an empty middle seat. The online trick means booking the window and the aisle seat while keeping the middle one free. Not only are people less likely to book a middle seat, but even if they do, they are more likely to move so they aren't between a group. However, I've found that the latter rarely happens when I am forced to book a middle seat because of a full plane. Not only is it infuriating, but it ruined my flight after being stuck between two rude passengers. While I certainly don't like a middle seat - notoriously the worst seat on the plane - I won't begrudge anyone if I am forced to sit in it. But what happened on this occasion was two friends - who I had "separated" after sitting between them - then refused to swap. And rather than just sit in their respective seats, they spent the rest of the flight talking over and round me. I was forced to lean back in my seat as every few moments they decided to have a full conversion, with me unable to even look at my phone without feeling like I was blocking them. It might have only been a short trip to Ibiza but the selfish passengers completely ruined the flight. Plane passenger blasted for refusing to swap seats with crying toddler on flight SUES airline & woman who filmed her If it had been any longer it would have been even worse although little could be done, after all, how would I tell the flight crew that they were "talking too much over me" without sounding like a child? But it's not just me who has been annoyed by it. 'Ghost floating between them' One solo passenger recounted to the Thrillist: "Here I am, single and squeezed between two people who are happily passing around iPads and snacks, having a full-blown conversation as if I'm just a ghost floating between them. 'This experience has been haunting me, to be honest." So to anyone thinking about trying the hack, I urge you to not risk annoying your fellow passengers. Or at least make sure you give up your window or aisle seat instead. One tried and tested method to getting a better seat without annoying anyone is to have the plane app up while boarding to see if there are any empty rows on the seat map. You can then ask crew if it is okay to move to them. Just make sure to always ask - sometimes they have been left empty to balance the plane. 3 How to get a free upgrade to first class on a plane Travelers often wonder how to secure an upgrade to first class without paying the premium price. According to a flight attendant, there are several strategies passengers can employ to increase their chances. Firstly, loyalty to an airline is crucial; frequent flyers and those with elite status are more likely to receive upgrades. Additionally, booking directly with the airline rather than through third-party sites can improve your odds, as can being flexible with your travel dates and times. Dressing smartly and arriving early can also make a difference. While airlines generally prioritize upgrades based on status and fare class, a well-dressed passenger who checks in early may catch the staff's attention. It's also beneficial to be polite and friendly to the airline staff, as they have the discretion to upgrade passengers at their own judgment. Lastly, if you're celebrating a special occasion, such as a honeymoon or birthday, it doesn't hurt to mention it. While not guaranteed, some flight attendants might consider this when deciding on upgrades. Overall, while there's no surefire way to get a free upgrade, combining these strategies can certainly improve your chances.
Yahoo
16-04-2025
- Climate
- Yahoo
Experts raise concerns after observing unprecedented change in species: 'It shouldn't be here'
Rising global temperatures have contributed to unpredictable weather events, but one constant is that wildlife is doing its best to adapt to the changing climate. Songbirds that used to migrate to warmer climates during winter have been spotted in Maine year-round, as the state experiences shorter and milder winters, Maine Public reported. Over half of the more than 650 breeding bird species of North America are migratory, according to All About Birds, meaning these birds undertake the seasonal journeys of moving from one area to another. Birds migrate primarily because their food is limited during harsh winter months, and escaping to a warmer environment is also more enjoyable than shivering in the cold. With the consistent uptrend in global temperatures, however, even the coldest states in the country are not so bad during winter. Maine, which ranked eighth on a list of the nation's worst winter states, according to Thrillist, has warmed in winter a shocking 5 degrees Fahrenheit compared to a century ago. Maine's cold season is also two weeks shorter than it used to be. Birds that were once uncommon in wintertime are becoming prevalent. Red-bellied woodpeckers, for example, a formerly southern bird species, have been spotted in Maine throughout the year, according to Maine Public. The Carolina wren has also expanded northward, making regular appearances in Maine backyards. Bird field guides are now out of date, misleading bird enthusiasts. "Until the 1980s or so, Carolina wrens were barely into southern New England. So a lot of people see an old map like that, and just think, 'Oh, this bird. It shouldn't be here,' but that's really what the change has been," said Doug Hitchcox, staff naturalist with Maine Audubon, per Maine Public. Rising global temperatures, caused by heat-trapping gases that come from the burning of dirty fuels for energy, are affecting wildlife behavior, causing birds to shift their natural migratory patterns. Extreme heat has pushed Ugandan wildlife, such as monkeys, snakes, and elephants, out of their natural habitats and into new environments — typically urban areas already inhabited by humans. As the planet gets warmer, sea levels rise, posing imminent flooding threats to coastal cities and towns, and extreme weather events become more frequent and severe. Should we be actively working to kill invasive species? Absolutely It depends on the species I don't know No — leave nature alone Click your choice to see results and speak your mind. One hundred ninety-five nations committed to combating rising global temperatures by endorsing the Paris Agreement, according to the Natural Resources Defense Council. The Paris Agreement represents a global effort to reduce pollution and limit the global average temperature rise to below 2.7 degrees Fahrenheit. While the United States has stepped back from this global accord with a planned exit in 2026, other countries are committed to achieving its goals, according to Simon Stiell, executive secretary of the U.N. Framework Convention on Climate Change, per Reuters. Join our free newsletter for good news and useful tips, and don't miss this cool list of easy ways to help yourself while helping the planet.
Euronews
20-02-2025
- Euronews
Skip western Europe: Albania, Montenegro and Poland offer sun and sea at a fraction of the price
As travellers avoid tourist-heavy destinations in favour of lesser-known, more affordable options, sights are being set on Eastern Europe. Vilnius offers a charming mix of Baroque architecture and buzzing café culture without the crowds of Prague, while Bucharest's buzzing nightlife and grand Belle Époque buildings give pricey Paris a run for its money. Places such as Slovenia and Albania are also seeing a rise in visitors as alternatives to their more popular neighbours, Italy and Croatia. Destination dupes are one of the year's exciting travel trends, as revealed in the 2025 Euronews Travel Trends report. Destination dupes help travellers avoid crowd fatigue 68 per cent of Gen Z respondents now prioritise finding destinations where they can 'discover something new' rather than visiting famous landmarks, according to a recent Thrillist survey. Destination duping promotes places that mass tourism has not radically altered, and it's particularly popular with younger travellers. As crowded cities like Barcelona and Málaga see growing backlash, underrated destinations finally get their moment in the spotlight as curious visitors experience destinations they might not have considered before. "What we hear from travellers is crowd fatigue,' says Katy Nastro, travel expert and spokesperson for Going Travel App. "Travellers are looking for a more purposeful way of travelling, often heading to dupes found through social media.' Travellers are swapping the usual holiday classics for Eastern Eastern Europe The search for newness drives travellers to seek dupe destinations nearby, while others venture further for unique, offbeat experiences. "Travellers aren't just swapping one Mediterranean destination for another – some also choose entirely different landscapes,' adds Nastro. 'With more connectivity to Scandinavian countries thanks to SAS's inclusion into the SkyTeam alliance, they may also seek out cooler climates for their summer vacations." Meanwhile, Eastern European cities like Vilnius and Bucharest are set to grow faster from 2024 to 2029 than many of their pre-pandemic counterparts, according to Tourism Economics. Often overlooked in favour of Greece, Albania is also having its moment to shine: there were 50 per cent more international visitors to this Mediterranean gem in 2023 compared to 2019, according to UN Tourism. Albania offers white sand beaches, lively cities like Tirana, and a rich cultural heritage – and all at a fraction of the cost of its Greek neighbour. And, with new destinations emerging across Eastern Europe, here's where Euronews Travel suggests you head this summer. Keen on culture? Swap Paris for Bucharest While Paris offers exceptional art, cuisine, and architecture, experiencing its romance comes at a steep price: it ranks as the seventh most expensive city in the world. For a city break on a budget, head to the lively capital of Romania, where you'll discover flamboyant buildings like the 1100-room Palace of Parliament, trendy cafés – and the TikTok-viral spa that everyone's talking about. The buzz around this thermal spa has already seen a rise in visitors to Bucharest. Touted as the world's first fully sustainable spa, Therme Bucharest draws on Europe's long history of mineral bathing and offers thermal pools, saunas, and hydrotherapy facilities. But once you've got your wellness fix, head to Cişmigiu Garden for boating and blooms, the Museum of Contemporary Art for eclectic artworks, or browse Romanian food stalls in the Old Town. Seeking coastal climes? Forget Peloponnese, head to Vlorë For a sun-soaked escape without the crowds, Vlorë in Albania offers the same Mediterranean climate, clear Ionian waters, and historic charm as its Greek coastal counterparts. Situated on the Albanian Riviera, Vlorë is a rising destination teeming with fresh seafood, seafront bars, and boutique stays at a fraction of the cost. Albania is ranked among Europe's most affordable travel destinations). Spend the day on the quiet shores of Narta or Zvernec Beach, or take a boat to the Karaburun Peninsula for secluded coves that rival Greece's best beaches. In the evening, explore Vlorë's historical centre, where Ottoman architecture meets a growing food and nightlife scene. Pour over craft brews in Wrocław instead of Munich Love Munich's beer halls and grand architecture? The historic city of Wrocław in Poland delivers a similar blend of bar culture and nightlife. Its picturesque market square is lined with colourful Gothic and Baroque facades that rival Bavaria's charm, while the city's dynamic pub scene makes it an ideal destination for ale lovers. Wrocław is home to Poland's oldest brewery, and with pints costing a fraction of Munich's Oktoberfest rates, your euros (or złoty) go much further. Skip the crowds of Hofbräuhaus and grab a local craft brew in any of the city's many historic 'piwnicas' (cellar bars). There's also a thriving art scene and a fascinating network of islands and bridges crisscrossing the Oder River to discover, too! Forget Dubrovnik – you can instead get lost in medieval Montenegro For a more relaxed alternative to Croatia's medieval charm and Adriatic views, consider heading to Montenegro's coastal town of Kotor, which offers strikingly similar scenery. This UNESCO-listed town is a maze of cobbled streets, Venetian-era palaces, and café-lined squares, while its historic fortress walls and waterfront setting feel as cinematic as Dubrovnik. Beyond the old town, the bay's fjord-like landscape is perfect for boat trips and kayaking. You may also like to explore nearby Perast, a postcard-perfect village filled with churches and palaces. For a 'fairytale' holiday, swap Bruges for Český Krumlov If you're drawn to Bruges' medieval squares and canals, then consider Český Krumlov (pronounced 'tcheski krumlof'), which has a similar 'fairytale town' vibe. This small UNESCO-listed Czech town features a maze of cobbled streets, colourful houses, and historic architecture. This is all wrapped around the scenic Vltava River and dominated by its impressive 13th-century castle. You can visit the castle complex, which includes a rare and beautifully-preserved Baroque theatre. Wander around the old town's winding alleys, and you'll happen among intriguing galleries and cafés, much like you would in Bruges but with fewer tourists. Or, you can take a boat trip down the river, passing under stone bridges and past the town's beautiful, unspoiled views.
