Curious Elixirs

"The early challenges were death by a hundred cuts, but you have to believe that you’ll figure it out. You have to keep talking to people who know more until you do. That’s how you navigate challenges in life." Nearly a decade ago, the notion of a “booze-free cocktail” might have seemed too niche. But JW Wiseman's homemade experiments in the Hudson Valley have since blossomed into an industry-defining brand, Curious Elixirs. JW shows no signs of stopping: "You never really get to rest on your laurels. It just becomes a different opportunity for growth. That’s what we’ve tried to do with Curious because we were creating an industry from scratch." Read our full interview here: https://lnkd.in/d4wTdx7V For more founder interviews—plus other non-alc insights and news—subscribe to my weekly newsletter: https://lnkd.in/eBhaYhEH

John Wiseman of Curious Elixirs is a bonafide audience whisperer. After working as an early marketing hire at the media startup Thrillist, he went on to found a growth marketing firm. That experience unlocked the key audience expansion strategies he’s employed at his cult-y non-alcoholic RTD brand, Curious Elixirs. This is a brand you won’t find on store shelves. It’s nearly all DTC subscriptions, with a bit of prestige on-premise placements (like the Blue Note jazz club in NYC). Curious Elixirs was audience-driven from the get-go. JW launched the brand on Kickstarter — not because he needed the money, but rather as a smart tactic to grow community and demand around the product. Since launching in 2015, the brand has been laser-focused on its subscription strategy and customer loyalty, and now serves millions of consumers a year.  The brand’s growth has been driven by word of mouth in sober curious communities, and by really effective targeting on Facebook, Instagram, and TikTok. Yes, social channels are STILL performing very well for Curious Elixirs. So much so that the brand is up 40% in sales year over year. Want some tips from Curious Elixirs’ wildly successful playbook? In this episode, JW discusses: - How to grow — and sustain! — a community around your brand - Strategies for building word-of-mouth referral  - How to build a successful DTC subscription business in today’s market - Why video — and UGC content specifically — should be the backbone of your social strategy - Low-cost, IRL customer events and activations - Why customer loyalty is the No. 1 KPI you should pay attention to   And more! Give a listen to the latest episode of the Business of Drinks podcast with host Erica Duecy: https://lnkd.in/g-HtGAaF #drinksbusiness #sobercurious #alcoholfree #drinksindustry