Shopify Masters How Curious Elixirs Reached Eight Figures in a Market That Didn’t Exist
Feb 19, 2026
JW Wiseman, founder of Curious Elixirs and builder of an eight-figure non-alcoholic craft cocktail brand, turned a personal hangover problem into a hospitality-focused business. He discusses product experimentation, creating bitter and smoky flavors without alcohol, bootstrapping growth, building community through events, and long-term plans to normalize inclusive social drinking.
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Night Of 20 Drinks Sparked The Idea
- JW Wiseman's turning point came after a night of 20 drinks when he realized he wanted to drink less but still enjoy social life.
- That boredom at bars pushed him to experiment at home and create non-alcoholic craft cocktails.
Prototype Outsold Boozy Punch At Opening
- JW realized Curious could be a business when guests chose his non-alcoholic prototype over a boozy punch at a hotel opening weekend.
- That moment showed demand beyond sober customers and validated broader market potential.
Martha Stewart Gave JW A Confidence Boost
- Martha Stewart's confident reply at Summit Series inspired JW to start Curious as a business.
- Years later, Martha tried Curious No.7, creating a symbolic full-circle moment for the brand.