May 28, 2025
When you meet someone building a brand with soul, you feel it.
That’s exactly what happened when I spoke with JW Wiseman, the
founder of Curious Elixirs, a
line of booze-free cocktails that doesn’t just skip the alcohol but
adds in adaptogens, bold flavor, and a whole lot of purpose.
We discuss how this brand was born out of personal transformation,
how JW is rethinking the celebration culture, and why staying
curious has become a guiding principle for both life and
business.
This is a story about conscious consumption, brand intimacy, and
staying true to your values, even when it’s hard. If you’re
interested in building something that blends health, flavor, and
meaning, this one’s for you.
Here are a few highlights from the episode:
* Why JW calls Curious a
“functional celebration” brand, not just a drink.
* The role of adaptogens and how they elevate the non-alcoholic
experience.
* Bootstrapping and finding the right DTC growth model in a nuanced
category.
* How they’ve built deep emotional resonance with their
community.
* The power of naming, storytelling, and ritual in CPG
branding.
Join us in listening to the full episode to hear what it takes to
build a movement around conscious consumption, one bottle at a
time.
For more on Curious
Elixir, visit: https://curiouselixirs.com/
If you enjoyed this episode, please leave The Story of a Brand Show a
rating and review.
Plus, don’t forget to follow us on
Apple and
Spotify.
Your support helps us bring you more content like this!
*
Today’s Sponsors:
Compass Rose
Ventures - Advisor for CPG Brands: https://compassroseventures.com/contact/
Compass Rose Ventures can help your CPG brand increase customer
lifetime value, expand into the US market, create an omnipresent
omnichannel footprint, optimize customer journeys, build brand
communities, and more. Visit the link above to learn
more.
REViVE Amazon Marketing Partners: https://revivemp.com/
REViVE Amazon Marketing Partners helps better-for-you CPG brands
win on Amazon with niche expertise, founder-led strategy, and a
true partnership model. Built by a CPG founder with a successful
exit, REViVE only works with brands they believe in. Curious if
Amazon is right for you? Book a Free Deep Dive Strategy Session
today.