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.