This episode features JW Wiseman, founder of Curious Elixirs, sharing his unique journey building a non-alcoholic beverage brand. He reveals the critical '24-hour rule' for Kickstarter success, emphasizing how early momentum can dictate a campaign's outcome. Wiseman also discusses the evolution of his product, the role of adaptogens, and the strategic importance of his subscription-based cocktail club for DTC growth.
Key takeaways
To maximize Kickstarter success, aim to reach 30% of your funding goal within the first 24 hours, as this significantly increases your chances of hitting 90%+ success.
Build anticipation and prime your audience (friends, family, past contacts) at least one week before a Kickstarter launch, instructing them to pledge on day one to create critical early momentum.
Consider a subscription model (like Curious Elixirs' Cocktail Club) as a flagship DTC product to foster customer loyalty, facilitate product discovery, and drive recurring revenue.
Develop a product line thoughtfully, starting with a core offering and incrementally releasing new variations to build a diverse catalog over time.
Embrace an iterative product development process, allowing for extensive tinkering and refinement over years to ensure market readiness and align with evolving consumer understanding of ingredients like adaptogens.
JW Wiseman is the Co-Founder and CEO of Curious Elixirs, a booze-free adaptogenic craft cocktail brand with the mission to redefine how people drink socially. In 2015, JW woke up one morning after having 20 drinks in a single night and deciding to radically change his relationship with alcohol. He was inspired to explore his curiosity about life with less booze and started Curious Elixirs. Combined with JW's interests in herbs and adaptogens, Curious Elixirs launched as one of the first brands in America to pioneer the non-alcoholic and sober curious movement. As a fast-growing leader in the N/A space, Wiseman has been able to forge relationships with the best Michelin-starred and James Beard Award-winning restaurants, nightclubs and hospitality venues, and DTC partners in the world, serving over 10 million bottles and cans of Curious Elixirs since launch.Prior to Curious Elixirs, JW founded the Good Business marketing agency, helping companies that aim to do well and do good in the world. Primarily focused on the food and wellness industries, Good Business jumpstarted brands including Daily Harvest and Chomps. JW is also in the bar and nightlife industry, opening subterranean bar The Whiskey Brooklyn and boutique liquor store The Whiskey Shop, along with investing in Williamsburg's OUTPUT as one of NYC's premiere techno clubs. He is a creative marketer at heart working at companies JackThreads and Thrillist (the third employee). In This Conversation We Discuss:[00:00] Introduction[01:20] The night that changed everything[02:48] Deciding to start Curious Elixirs[03:57] Years of kitchen tinkering[05:10] Launching three elixirs on Kickstarter[05:46] Klaviyo[07:57] Building the Curious Cocktail Club[10:10] Intelligems[12:01] The 24-hour Kickstarter rule[14:28] Who Curious is really for[14:52] Flowium</li
To maximize Kickstarter success, aim to reach 30% of your funding goal within the first 24 hours, as this significantly increases your chances of hitting 90%+ success.
What does this episode say about finance & fundraising?
Build anticipation and prime your audience (friends, family, past contacts) at least one week before a Kickstarter launch, instructing them to pledge on day one to create critical early momentum.
What does this episode say about product & merchandising?
Consider a subscription model (like Curious Elixirs' Cocktail Club) as a flagship DTC product to foster customer loyalty, facilitate product discovery, and drive recurring revenue.
What does this episode say about founder & leadership?
Develop a product line thoughtfully, starting with a core offering and incrementally releasing new variations to build a diverse catalog over time.
What does this episode say about dtc strategy?
Embrace an iterative product development process, allowing for extensive tinkering and refinement over years to ensure market readiness and align with evolving consumer understanding of ingredients like adaptogens.
