episode 0056- how one curious idea sparked a non-alcoholic movement with curious elixirs founder jw wiseman

When JW Wiseman realized there were no sophisticated, booze-free drinks for people who still wanted to enjoy the ritual of a cocktail, he got curious... Then he got to work. In this episode, JW shares how a personal shift led to the creation of Curious Elixirs, a brand that started in his own kitchen and grew into a leader in the non-alcoholic beverage space. We dig into the early experiments, the scrappy launch, and scaling to 100,000 bottles per week.

If you're sitting on a niche idea, this episode might be the nudge you need to chase it.

Show Highlights:
1- JW walks us through his background that ultimately led to founding Curious Elixirs. (8:30)
2- We discuss the formulation of the initial product in JW’s kitchen, and talking with the right people. (13:20)
3- What were the hurdles along the way that made this business seem perhaps unrealistic? (16:10)
4- We discuss the addition of adaptogens as a critical ingredient, but being secondary to flavor. (17:35)
5- JW gives us insights into sourcing adaptogens and scaling. (20:20)
6- How did JW go about marketing the product, and what aspect of the product did he focus on? (26:30)
7- When did JW realize this could really be a huge opportunity (including receiving buyout offers)? (31:00)
8- How has the company grown in the last 10-12 years? (34:30)
9- How big is the Curious team? (40:55)
10- How difficult has it been to get the product into bars that serve primarily alcohol? (42:55)
11- How difficult is it to relinquish control for the sake of scaling? (46:05)
12- We discuss developing flavor profiles. (49:20)
13- Where can we find Curious Elixirs and learn more about JW? (55:25)
14- Listener question: What is your advice for someone launching a product that’s competing against a legacy product? (56:40)
15- What does JW’s day-to-day look like now? (59:10)

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