Alex Highsmith is a New York City-based multi-hyphenate whose career bridges creative enterprise and strategic brand building. Alex is a leading authority and consultant in the functional and non-alcoholic beverage industries. She also maintains a vibrant creative career, performing at prominent regional theaters across the country, including the Intiman Theatre in Seattle and Lane's Coven Theater Co. in Gloucester, and also holds a BFA from Boston University.

Her innovative work at the forefront of the “NA” wellness movement has garnered significant national media attention. Alex's insights and ventures have been featured in premier publications including The Wall Street Journal, The New York Times, New York Magazine, and the New York Post, highlighting her position as a trusted voice in a rapidly growing market.

Over the past four years, Alex has established herself as a premier consultant in the beverage and wellness space. As a former partner in the pioneering non-alcoholic retail shop, Spirited Away—which she successfully sold in late 2025—she possesses a deep understanding of retail operations and consumer behavior. Today, she drives sales and marketing strategies for emerging and established brands, successfully securing high-profile placements ranging from indie anchors to national chains, and helping specialty retail spaces operate at their fullest potential.

Originally from Utah, and based in Park Slope, Brooklyn, Alex balances her fast-paced career with hot yoga, walking in Prospect Park with her pitbull, Jasper, and tending to her urban garden with her husband, Sam.