Hidden Gems: Meet Erika And Jamie Isaac of Altrd Bliss

Today we’d like to introduce you to Erika And Jamie Isaac.

Hi Erika and Jamie, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
Altrd Bliss really started with our mom.
We’re identical twin sisters, and when our mom was going through breast cancer, pain management became a big part of her everyday life. She wanted relief, but she didn’t necessarily want to feel high or disconnected from herself. Watching her navigate that stayed with us long after we lost her when we were 21.
For years, the idea lived quietly in the back of our minds while we built careers of our own. Eventually, in our 30s, we came back to the same question: why did wellness products that were supposed to help you feel better so often feel clinical, intimidating, overly complicated, or like they required you to completely change your lifestyle?
That question became Altrd Bliss.
We started developing a product that could fit into the life you already have: something you could add to a drink, take under your tongue, bring to dinner, or reach for at the end of a long day. We wanted to create another option, not another compromise.
Along the way, we refined the concept significantly, ultimately creating non-intoxicating CBD and CBG infused agave syrups made with simple ingredients, whole-fruit flavor, and zero THC.
But building Altrd Bliss has become about more than the product. We wanted to create a brand that made feeling good feel fun again. Less rules, less perfection, less pressure to optimize every part of your life. More pleasure, more choice, and a little more bliss.
We’ve built the brand ourselves while working full-time jobs, learning everything from formulation and packaging to content creation, shipping, compliance, and all the unexpected things no one tells you about starting a company.
Today, we’re preparing to bring Altrd Bliss into the world, and in a lot of ways, it feels like we’re building something for the version of our mom who first inspired it, while also creating something that feels entirely like us.

About the Altrd Bliss Product
Altrd Bliss is a line of infused agave syrups designed around three moods: Uplift, Balance, and Unwind.
We’re launching with four flavors, each inspired by the drinking culture we love: The Spritz, with passion fruit and mango; The Rita, with blackberry, lime, and lavender; The Original, a classic agave; and The Tini, with cranberry and thyme.
The names are all playful nods to familiar cocktails because drinking culture has always been part of the inspiration behind the brand.
Most beverage brands make the drink for you. We wanted to give people something that works with the drink they already wanted.
That means Altrd Bliss can become part of the ritual instead of replacing it. Add it to sparkling water, build a more elaborate drink around it, use it in something you already love, or take it under your tongue. We wanted the experience to feel flexible and personal.
Your drink. Your dose. Your Bliss.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Definitely not, but we’ve learned that building a company rarely is.
One of our biggest challenges has been building in an industry where the regulatory landscape is constantly evolving. Requirements can vary from state to state, and as the category changes, we’ve had to stay flexible and be willing to rethink decisions we thought were already made. Everything from formulation and labeling to where and how we can sell has required an extra level of diligence.
Funding was another major challenge. Raising capital for a pre-revenue company isn’t easy, and there came a point where we had to decide whether we wanted to keep waiting for outside funding or figure out how to move forward ourselves. Ultimately, we chose ourselves. We decided to self-fund the launch, build more intentionally, and keep ownership and control of the company we had spent years creating.
There have also been plenty of less glamorous hurdles along the way: reformulating products, finding the right manufacturing partners, navigating packaging decisions, managing costs, and learning entire parts of the business in real time. We’re also building Altrd Bliss while working full-time, so a lot of this company has been built early in the morning, late at night, and on weekends.
But some of the things that felt like setbacks at the time ultimately made the brand stronger. We’ve had to become very clear about what we’re willing to compromise on and what we’re not. We’ve learned to be resourceful, ask a lot of questions, and keep moving even when the path looks different from the one we originally imagined.
If anything, the road has taught us that there’s rarely one “right” way to build a company. Sometimes progress looks like changing the plan, betting on yourself, and continuing anyway.

We’ve been impressed with Altrd Bliss, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
Erika
I’m a co-founder of Altrd Bliss, and a lot of what I naturally gravitate toward is the product experience itself: ingredients, flavor, recipes, produce, glassware, garnishes, and all of the little details that make a drink feel special.
I’m especially interested in the ritual around what we consume. For me, Altrd Bliss was never just about creating another wellness product. I wanted us to make something people would genuinely look forward to using, whether they’re making a beautiful drink at home, adding it to something simple, or taking it under their tongue.
Feeling good shouldn’t mean giving up the ritual, flavor, or fun of a great drink. That idea has shaped so much of how I think about our products and the experiences we create around them.
One of the things I’m most proud of is how intentional we’ve been about the product, even when it would have been easier or faster to compromise. We’ve spent a lot of time thinking about what goes into each formula, how the flavors come together, and how we can keep the experience simple without making it boring.
What sets me apart is that I’m always thinking about how something will actually live in someone’s life. Does it taste good? Is it easy to use? Will someone want to reach for it again? Does it feel like pleasure rather than another thing they’re supposed to be doing for their wellness?
That perspective has shaped so much of Altrd Bliss, from the products themselves to the recipes and drinking rituals we’re building around them.

Jamie
I’m a co-founder of Altrd Bliss, and a lot of what I naturally gravitate toward is building the world around the product: the brand, the storytelling, the visual identity, the content, the packaging, and all of the small details that shape how someone experiences us.
For me, Altrd Bliss has always been about more than creating a wellness product. I’m really interested in how you make something feel desirable, joyful, and culturally relevant without losing the intention behind it. I think a lot about how the brand looks, sounds, and feels, and how we can make wellness feel less clinical and more like something people actually want to be part of.
We’re not trying to replace drinking culture. We’re expanding what can be in the glass. We love the ritual, the social aspect, the beautiful glassware, the flavors, and the energy around a great drink. We just think there should be more ways to participate in that experience.
One of the things I’m most proud of is how distinct Altrd Bliss feels. We’ve built the brand ourselves, and we’ve been incredibly intentional about creating a point of view that feels recognizable and ownable, from the product names and packaging to the photography, content, and the way we talk to our community.
What sets me apart is that I’m always looking at the full experience. I’m thinking about the product, but also the story, the emotion, and what will make someone remember it. I love taking an idea and turning it into something people can immediately feel and recognize.
That has become a big part of my role at Altrd Bliss: making sure everything we create feels connected, intentional, and unmistakably us.

How We Work Together
What makes our partnership work is that we naturally focus on different parts of the same experience. Erika is often thinking about the product, flavor, ritual, and how something will live in someone’s everyday life, while Jamie is thinking about the brand, storytelling, and how that experience comes to life visually and emotionally.
We challenge each other constantly, but we also trust each other’s instincts, and almost everything we create gets shaped by both of us before it goes out into the world.

Is there anything else you’d like to share with our readers?
One thing we’re especially excited about right now is the launch of our first drinking guide, Under the Influence (of Fruit).
It’s a collection of 30 zero-proof drink recipes, all sweetened with agave, but we never wanted it to feel like a traditional mocktail book. We approached it more like an editorial experience, pulling inspiration from culture, fashion, color, design, and the way a great magazine can make you want to step into a completely different world.
The title itself is a play on drinking culture. We loved the idea of changing what you’re actually “under the influence” of and making fruit the main character instead. Fruit can be sexy, unexpected, dramatic, nostalgic, and incredibly interesting, and we wanted to treat it with that kind of energy rather than as an afterthought or garnish.
Agave is the thread that runs through every recipe. It was intentional because it connects the drinking guide back to the way we think about Altrd Bliss: starting with the drink someone already wants to make and giving them another way to build it.
The drinks are fruit-forward, playful, and visually driven, but the guide is really about creating a feeling. It’s meant to be something you want to flip through for the photography and creative direction just as much as you want to make the recipes.
We also wanted to make something people could genuinely enjoy before we ever asked them to buy something. Under the Influence (of Fruit) is our first real invitation into the world of Altrd Bliss ahead of our product launch in Q1.
For us, the brand has always been about more than what’s in the bottle. It’s about the ritual, the mood, the glassware, the ingredients, the references, and the moments you create around it.
The guide launches November 6, which is our mom’s birthday, so releasing it on that day feels especially meaningful to us. Readers can join the Altrd Bliss waitlist to get access to the guide, and they’ll also be the first to hear about our Q1 product launch.
It feels like the beginning of finally letting people into something we’ve been building for a long time, and we’re really excited for them to experience it.

Pricing:

• $8 a bottle
• $32 a 4 pack

Contact Info:

• Website: https://altrdbliss.com
• Instagram: https://instagram.com/altrdbliss/
• Other: https://tiktok.com/@altrdbliss

Image Credits
Haley Hunt Davis
Seventh House Marketing
Hight Moon Studio