Alex Highsmith is co-owner and general manager of Spirited Away. She's also the co-host of the Sober Sallies podcast (a casual comedy podcast about sobriety), and co-founder of the all-female, NYC production company Don, Pat & Tom.

A Utah-born, NYC transplant with a deep love of sobriety culture, creativity, and small business, Alex has found her happy place at Spirited Away, where every day is an opportunity to make social spaces in New York more accessible by offering the best in non-alc. Alex lives in Brooklyn with her partner Sam, and good boy, Jasper.

Contact Alex via to learn more about her non-alc consulting and expertise offerings.


Meet Liv, our longest serving in-store expert with a knack for brand tastings and a comprehensive knowledge of every product on the shelves. Liv offers invaluable insights backed by strong customer service skills and a keen understanding of consumer preference through years of experiential data and observation. 

Having witnessed the evolution of the non-alcoholic market firsthand, Liv knows what it takes for brands to stand out in this competitive landscape. With a sharp eye for design, a deep understanding of flavor and ingredients, and a non-drinker themselves, they can guide you through the ever-growing non-alc universe whether you're a seasoned pro or new to the scene.

Liv offers tailored services to suit your needs: comprehensive tasting tours, detailed investigations into formulations and ingredients, and creative guidance in designing your new product with illustration and graphic design work. 

Beyond the walls of Spirited Away, Liv is an editorial illustrator and runs a risograph printing studio.

Contact Liv via to learn more about their non-alc consulting and expertise offerings.