The Elevated Elixir
The Elevated Elixir
The Elevated Elixir shares recipes for beautiful, alcohol-free cocktails.
Life’s a party, but that doesn’t always require alcohol, according to Beth Hutson.
Hutson is CEO of her namesake, Hutson Creative ― the Fort Worth-based public relations and marketing firm she launched in 2004. Her husband, Brian Hutson, serves as president of photography for the firm.
They launched a new blog this week on Instagram ― The Elevated Elixir ― sharing recipes for beautiful, alcohol-free cocktails. The plan is to add new content weekly. The blog will also give them an outlet to craft videos, personality profiles, and other branded-content strategies, which Hutson Creative is doing more and more of these days. The blog will be both fun and visual.
The couple actually both began their careers as wine buyers. That morphed into representing chefs and brands on the PR side when Hutson Creative was born. “We are constantly around food and beverage,” Hutson says.
While Brian chose to stop drinking about six years ago, he never forced his lifestyle choice on his wife. That was entirely up to her, and she ultimately made the switch herself in June.
“I turned 40 this year, and it was a real introspective opportunity for me,” she says. When she took an inventory of who and what she wanted to keep in her life, as she turned the page, alcohol didn’t make the cut.
“I found that it just wasn’t advancing my work or my relationships,” Hutson says. She wants to be clear that her choice is not judgmental, and her launch of The Elevated Elixir blog hopes to further the conversation and add to the options, not the other way around. “I just felt convicted that this was the right choice for me,” she says.
The “zero-proof” lifestyle is picking up steam. The trend is alternately known as the “sober-curious” movement. Along with the healthy-living focus sweeping the nation, a lot of people, especially the millennial and Gen Z age groups, are rejecting the saturated drinking culture in favor of healthier sips. They want to be social and feel comfortable—with or without an alcoholic beverage in their hand.
In the past, the non-alcoholic section of the menu was an afterthought, with a slight stigma attached to it. Hutson thinks the name “mocktail” itself needs an update, so you don’t feel the peer-pressure of “sitting at the kid’s table.” Hutson prefers the term “zero-proof” instead.
Many restaurants and bars are upping their sans-alcohol menu options to meet the growing demand. They’re finding that patrons will pay to enjoy a great cocktail with or without liquor. Mixology, after all, is about flavors and balance, not just alcohol.
The Elevated Elixir will provide DIY videos and recipes. The first one, The Lavender Lamb (in honor of local artist Nancy Lamb), includes blueberry and lavender simple syrup, coconut water, a spoonful of coconut yogurt, and fresh squeezed lemon. The base can be enjoyed as is, or used to create an alcoholic version as well. No judgement here.
They will even be taking their show on the road this fall. The Elevated Elixir will join Austin-based Sans Bar (famous for promoting the sober and drug-free lifestyle), on its national tour, at pop-up events in both Los Angeles and New York City.
Keep up with The Elevated Elixir on Instagram at @theelevatedelixir.
