Curious Elixirs

Wiseman came to the idea through direct industry experience. He had been Head of Marketing at Thrillist and co-opened a whiskey bar, nightclub, and hotel in Rockaway Beach before stepping away from alcohol. The proof of concept was informal: a prototype drained faster than any other drink at a Rockaway party, and that response confirmed the project.

Each drink in the range is built around a classic cocktail profile and incorporates adaptogens, plant-derived ingredients traditionally associated with stress relief and mood support. Specific ingredients across the range include rhodiola and gentian root at functional doses of 200-400mg per serving, alongside echinacea, poppy, rose, and kanna, a South African botanical with a traditional history as a mood herb. Every product is all-natural, with no added sugar, vegan and gluten-free throughout.

Production operates from a facility in Marlborough, Ulster County, New York, and has scaled from 500 bottles per week at launch to 500,000 per month. The Club Curious subscription model and a speakeasy in Williamsburg, New York, build a direct community around the brand alongside its online presence.

Distribution is primarily US direct-to-consumer through the Club Curious subscription and the brand's own site. Curious Elixirs has been operating since 2015, making it one of the earlier dedicated AF cocktail producers to reach substantial volume at the premium end of the category, aimed at sober-curious drinkers who want complexity and a functional botanical ingredient layer in the glass.