Why Lina Delbruck Refused to Recommend Most Turmeric Products

What happens when a physician decides that the wellness products on the market aren't good enough for her patients? In this episode of Pour Decisions, Pat Bolden, Co-Founder at LA Libations, sits down with Lina Delbruck and James Saif, co-founders of Elixirshots, to discuss how a homemade wellness routine evolved into one of the fastest-growing brands in the functional shot category. Lina shares how her experience practicing medicine led her to search for cleaner, more effective ingredients, while James explains how they transformed a passion project into a thriving business with a loyal subscription base and expanding retail footprint. From sourcing premium red Hawaiian turmeric grown on family farmland in Kauai to launching innovative hydration, gut health, and collagen products, this conversation dives into product development, retail strategy, family entrepreneurship, and the future of functional wellness. Whether you're a founder, retailer, investor, or wellness enthusiast, this episode is packed with actionable insights on building a mission-driven brand. ⏱️ Timestamps 00:00 Introduction to Lina Delbruck & James Saif 01:16 The origin story behind Elixirshots 02:15 Why red Hawaiian turmeric became the foundation of the brand 03:39 From helping patients one at a time to helping thousands 04:22 Turning a side project into a full-time business 05:08 What Costco roadshows taught the founders 06:21 Launching new hydration and gut health products 07:47 Scaling retail with Erewhon, Lassen's, Costco and more 09:59 First-time experience at The Beverage Forum 10:48 Trends shaping the future of wellness 12:13 The new collagen shot and product innovation 13:00 Retail expansion opportunities and future growth 13:40 Building a business while raising a young family 15:13 The vision to bring Elixirshots to every consumer 17:02 Making healthy choices more convenient 19:06 Final thoughts and what's next for Elixirshots Subscribe for more conversations with the founders, retailers, distributors, and innovators shaping the future of food, beverage, and wellness. #PourDecisionsPodcast #Elixirshots #FunctionalWellness #Turmeric #WellnessShots #Costco #Erewhon #CPG #Entrepreneurship #NaturalProducts #RetailInnovation #FoodAndBeverage