about us
DRINK INNOVATORS
flavor
.
function
.
culture
.
flavor . function . culture .
We’ve been pioneering beverage innovation for over a decade. Founders of Alice & the Magician Flavor Design, we use the art and science of aroma to create beautiful sensory experiences that bring moments of joy and connection while highlighting the ingredients, places, and people that inspire us.
FORMER ALCOHOL DRINKERS
health
.
creativity
.
curiosity
.
connection
.
health . creativity . curiosity . connection .
We drank. A lot. For a long time. It was our job, our hobby, and our identity. We came from the hospitality industry and as chefs, sommeliers, and bartenders, our lives revolved around alcohol and it was making us sick. Physically, mentally, and emotionally. With strength and support of our community, we left alcohol behind and discovered a new, more fulfulling life rich with health, fitness, creativity, curiosity and connection. We hope through sharing our experience we can help others find the same peace and happiness.
we belive in THE SOCIAL HOURGLASS
don't fit in
.
stand out
.
don't fit in . stand out .
Many have been led to believe that the point of drinking is to consume alcohol. We don’t agree. We think a drink isn’t a vehicle for booze, it’s a social hourglass. When you share a drink with someone, there is an unspoken agreement that for the duration for that drink, you are committed to being present and engaged with that person. When we created Guinep, our goal wasn’t to mimic alcoholic drinks, it was to create the perfect, alcohol-free, social hourglass.
THE NEXT ERA OF MODERN DRINKING
you are free
.
to drink what you love
.
you are free . to drink what you love .
Modern (alcohol-free) drinking culture has evolved in three waves and the drinks have evolved alongside them. Wave One was the era of mocktails. Pour a bunch of juice in a fancy glass, call it a mocktail, and AF drinkers have something other than club soda to sip. Wave Two was the era of booze-free spirits. Innovations in product and branding allowed for more complex, sophisticated, concoctions. The goal was to mimic alcoholic drinks as closely as possible in every way except the booze. We are now entering the Third Wave of modern drinking where the goal is no linger to mimic alcohol drinks and behavior in an effort to “fit in.” The choice to live alcohol free is no longer a limitation, but a flex. Adult drinks are finally free to be their own category and are no longer judged on “how close to the real thing” they are. And best of all, modern drinkers now get to choose what to drink based on what they love, not what will help them fit in.