Illicit Elixirs is a line of great tasting, ready-to-drink beverages that are specially designed to support the production of dopamine. The functional beverages include DopaJoy™, an optimized and proprietary formula that combines fact-based and proven antioxidants, vitamins and amino acids with other natural ingredients. Illicit Elixirs’ goal is to bring “happy hedonism” to consumers, giving them permission to indulge in an array of fun and functional ready-to-drink beverages. Each flavor is fruit-forward, lower in calories, with no artificial sweeteners or caffeine and can be enjoyed on their own or mixed with cocktails. To learn more, please visit www.illicitelixirs.com.
Illicit Elixirs believes in a functional-medicine approach to whole-body health and wellness. Functional medicine uses natural treatments such as supplements, plant-based medicine, amino acids and vitamins to help the body function in the best way possible, treating the root cause of health issues versus just minimizing symptoms. And when your body feels and works better, it’s happier. This belief is the reason we developed DopaJoy™—a proprietary blend of functional ingredients designed to support dopamine production naturally within your body for more focus, more oomph and more happy thoughts. And who doesn’t want that? DopaJoy™ was developed in partnership with Functional Neurologist Dr. Chris Caffrey and contains only all-natural ingredients carefully sourced, blended and balanced resulting in no harsh effects, no aftertaste, no empty promises. Just delicious beverages intent on supporting the production of that sweet, sweet dopamine in your brain.
Founding Story
The World Needs More Happy so we created Illicit Elixirs - a line of fun, delicious beverages to help support your body produce more dopamine - The “Happy Hormone.” Our mission is to give everyone permission to enjoy a daily dose of happy hedonism. We want you to feel free to do what you love, without judgment, one 12-ounce can at a time.
Illicit Elixirs Co-Founder and CMO, Jason Gaboriau has more than 25 years of experience working with some of the world’s top creative agencies, including Cliff Freeman & Partners, Amalgamated NYC and Crispin Porter Bogusky LA. Gaboriau has spent his career developing and implementing award-winning, buzzworthy creative campaigns for some of the most iconic global brands such as Apple, Old Navy, Kraft, Ben & Jerry’s, Netflix, Pepsi and Coca-Cola.
Having earned his degree at The Fashion Institute of Technology in NYC, Gaboriau fostered his passion for design, and quickly became an agency creative visionary where he helped to successfully launch brands with an edgy spin.
Taking a page from his previous experience with notable alcoholic and nonalcoholic beverage brands such as Mike’s Hard Lemonade, New Belgium Fat Tire, Nescafé, SVEDKA, vitaminwater zero and smartwater, he was driven to develop a new kind of beverage brand from the ground up. With the desire and strong interest in health and wellness, Gaboriau and Co-Founder John Valiton joined forces in October 2022 to create Illicit Elixirs.
Self-proclaimed as “modern pop culture curious,” Gaboriau loves all things pop culture, music, movies, design and fashion, and has always immersed himself in anything that allows him to flex his artistic and creative muscles. Jason devotes all of his extra time to being with his kids.
Illicit Elixirs Co-Founder and CEO, John Valiton is a veteran and serial entrepreneur with more than 20 years in successful business development. Valiton has spent the majority of his career establishing meaningful partnerships for national and international companies, some of which include Samsung, Cargill, AT&T and FedEx. Valiton has been at the helm of emerging brands such as IDRS Inc (Ice Viper), , FinderCodes LLC, Reemo Health, and most recently worked at the intersection of IOT, Wearable technology, Healthcare and Data Science.
While briefly studying at the University of Minnesota, Valiton came to understand that his solid roots in the Midwest gave him a unique perspective into what consumers want to gain from the brands and products they regularly use, and he has been able to apply this knowledge throughout his career.
With a passion for bringing innovative ideas to life, Valiton saw the need to create a brand that not only served a purpose in the functional beverage space, but connected with consumers and improved the way they felt on a daily basis. Along with Jason Gaboriau, Valiton co-founded Illicit Elixirs in the fall of 2022.
When Valiton is not helping to create a dose of “happy hedonism,” he enjoys any and every live music show, spending time outdoors and attending sporting events. Valiton devotes all his extra time to raising his four children with his wife Nicole.
