After being founded in 2020 by Douglas Watters, Alex joined the team at Spirited Away as GM and co-owner in 2023. She launched the Showcase Program, which launched dozens of innovative new brands into the NYC and national marketplaces, while also increasing revenue at the store by over $100k. Alex and the shop were featured on multiple national news outlets like CNN, FOX, and in the WSJ and NYT. The store was sold to Nick Pelis in late 2025, and Alex successfully exited. Spirited Away is still known as the hub for discovery, innovation, and community in the NYC Non Alc Space

Spirited Away , America’s First Booze Free Bottle Shop