Holistic medicine practitioner Giulietta Octavio launched her beverage brand after noticing the detrimental habits of several patients during the coronavirus pandemic. “With everyone confined at home, many of my patients experienced significant anxiety and resorted to drinking as a form of self-medication, which ultimately made them feel worse,” Dr. Octavio shared in an interview with Food Dive at the Summer Fancy Foods event in New York City. “That’s when I recognized the need for a product like this.”

She developed Ceybon AF, initially a product akin to bitters used in alcoholic cocktails. The elixir line consists of concentrated blends of various herbs and mushrooms. “I began sending small bottles to my clients as gifts to encourage them to reduce their alcohol consumption, suggesting they mix it with soda water as a substitute for their evening cocktails,” Octavio explained. “What I didn’t anticipate was how beneficial it would be for them. They not only avoided alcohol but also gained the advantages of the mushrooms and adaptogens, which enhance immune function and mood. They began reporting, ‘I actually feel better than ever, I’ve lost 10 pounds, and I have a renewed sense of hope,’ which was significant.”

By late 2020, Octavio noticed an increase in requests from her clients for more elixirs to share with family and friends, leading her to realize she was fulfilling a genuine need. Although the bitters were well-received, “people kept asking, ‘Can you make me a drink?’ That’s when we developed the full-sized ready-to-drink bottles,” she stated. Currently, Ceybon AF—which the company indicates translates to “it’s good” in Chinese medicine—offers a complete range of Elixirs and alcohol-free Mushroom Wellness Cocktails in three varieties: Bright AF, Chill AF, and Happy AF.

The company manufactures its products at a vineyard in Napa, utilizing the same equipment as a winery. This was intentional, as Octavio aimed for the beverages to convey a sense of luxury and richness typically associated with adult drinks. “An alcoholic beverage, to me, comprises three elements: viscosity, a slight burn, and bitterness, which we achieve using a variety of botanicals. Ultimately, it alters a person’s mood, which is a primary reason people drink,” she said.

The holistic health professional-turned-entrepreneur emphasized that it becomes easier to abstain from alcohol when provided with a similar experience that is genuinely beneficial. “We blend all the mushrooms and herbs with water, allowing them to concentrate over time,” Octavio explained regarding the detailed production process. “After 40 days, we extract the liquid, which contains the active ingredients—the medicinal properties held within the bottle.”

While many younger consumers are cutting back on alcohol, Octavio noted that a significant portion of her clientele includes older adults who are seeking to eliminate alcohol due to health concerns or personal challenges. “I was aware of the health benefits of mushrooms, but I was surprised by how many people actually noticed a difference,” she remarked. “What amazed me was the feedback—people reported feeling better, clearer skin, improved sleep, normalized weight, and enhanced digestion. They also felt more hopeful, optimistic, and positive.”

Consistent with its mission, Ceybon AF products provide consumers with unique experiences reminiscent of various cocktails. However, unlike alcoholic beverages, these products are “very much a daily drink; you really can’t overindulge with these,” said Octavio. The first flavor, Chill AF, is a summer favorite that resembles a gin-based cocktail and is perfect as a pre-meal drink. The second, Happy AF, offers a flavor profile similar to mezcal and is best paired with meals. Finally, Bright AF can be enjoyed hot or cold, making it ideal for post-meal consumption, much like a hot toddy or sweet port wine.

The elixirs, which the company continues to offer, can be mixed with water or seltzer and are more concentrated. In addition to engaging younger consumers who are drinking less, and older generations such as women experiencing menopause or men who can no longer tolerate alcohol, Octavio mentioned receiving positive feedback from wholesalers. “Our products share similarities with alcoholic drinks, which makes bars eager to collaborate with us since they understand how to incorporate us into exotic drink menus.”

The CEO and founder also noted a successful partnership with corporate entities like car manufacturers that are moving away from alcohol branding. As awareness about the negative effects of alcohol rises, more companies are launching alcohol-free beverages, including mocktails. Regarding competitors, Octavio asserted, “There’s really no one else out there doing what we do, especially in providing healthy options that include beneficial ingredients like calcium citrate.”