Cocktail bars that don’t serve alcohol are a growing trend nationwide — and, despite what jokes one might make, it didn’t start in Utah, where the majority culture is famously tee-totaling.
, which blends its drinks with “nootropics” — herbs, medicinal mushrooms, amino acids and neurotransmitters like GABA.
Bruin, who’s married to Plewe’s mother, said they both came to the same realization at the same time: they didn’t want to drink anymore. Bruin overconsumed alcohol during the pandemic and, as a result, went on what she calls a “sober journey.” They found themselves in the same headspace at the same time, and wanted to collaborate on the shop. Plewe, with her background in art and specialty coffee , wanted to do more than retail.
The shop is now outfitted with a small bottle shop and handmade green tiled tables and counters. The sign, designed by Plewe and installed in February, is one of the most eye-catching on 900 South. She said the sign, true to the name, has lured a lot of people to the front door to ask what they’re up to.
“They’re like capturing that same flavor profile as a whiskey, or a gin, or a mezcal,” Bruin said. “They’re using herbs and they’re doing a lot of unique things. It’s hard to mimic alcohol, right? But it’s close.” Like WB’s, Curiosity also stocks Seedlip, which Plewe said used old apothecary recipes from the 19th century as a starting base for its spirits.
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