Utah isn’t always the first place people think of when it comes to innovation in spirits, but maybe it should be. Holistic Spirits, a Park City-based company blending sustainability, science, and serious flavor, is quietly building one of the most forward-thinking liquor brands in the country. And they’re doing it with Utah roots, a relentless mission, and an unexpected blend of ingredients that might make your next cocktail a little “less bad” for you.
I recently met with the founders to discuss their journey, and it’s one of those rare stories that manages to be both wildly ambitious and deeply grounded. “We never intended to start a spirits company,” Amy Holmwood, Founder and CEO told me, “but we couldn’t stop thinking about why no one was making alcohol that aligned with wellness values.”
The result is Origen Vodka and Harmony Gin, two expressions under the umbrella of Holistic Spirits, a certified B Corp and one of the few alcohol brands to also earn the rigorous UK-based Positive Luxury certification. The company’s ethos is baked into everything they do—from sustainable sourcing and packaging to ingredient transparency and community-driven partnerships. In an industry often driven by style over substance, Holistic aims for both.
The Science Behind the Sip
What sets Holistic apart isn’t just clever branding; it’s what’s in the bottle. Their spirits are infused with a blend of prebiotic botanicals, including artichoke leaf, grape seed, elderberry, and muscadine grape skin, among others. These aren’t just trendy add-ins for the wellness crowd; they’re functional ingredients with research-backed potential to support the gut microbiome and assist in how the body processes alcohol.
The team worked with scientists here in Salt Lake City, thanks to the state’s deep bench of biotech and supplement expertise, to refine the formulas and validate the concept. “Utah has incredible science talent,” one founder noted. “Between the universities and the supplement labs, we found people excited to help us test and refine the idea.”
To be clear, no one at Holistic claims their vodka is healthy. But they’re also not ignoring the obvious: alcohol is here to stay, and most of it is full of mystery ingredients and additives. Holistic offers a cleaner, functional option, and maybe just a little gentler on your system.
A Family Affair, Built in Utah
This isn’t a big corporate venture. It’s a family-run startup, funded by friends and built through sheer persistence. While most new spirits brands throw money at mass marketing or celebrity endorsements, Holistic has taken a slower, relationship-first approach. Even their early research was scrappy: they tested dozens of potential ingredients in kitchen labs, discovering (for example) that prickly pear worked beautifully on paper but tasted like mud.
Utah plays a bigger role than just a home base. Holistic’s founders have lived here on and off since the 1990s, drawn by the mountains, the lifestyle, and the access to talent. “We’ve been really embraced by the community here,” they said, noting local labs, suppliers, and bartenders who’ve supported the brand from day one. Their spirits are already on menus at restaurants across the state, and the team is investing in staff training to help more bartenders understand and talk about what makes Holistic different.
A Hollywood Boost—with a Twist
One particularly famous fan of the brand is actor and wellness advocate Woody Harrelson. Known for his plant-based lifestyle and label-reading vigilance, Harrelson became an early investor after trying the spirits and being impressed with the ingredients—and the fact that he didn’t wake up with a hangover.
But don’t expect splashy ads or influencer hype. Harrelson’s involvement is quiet and intentional, aligned with the brand’s mission more than its marketing plan. Still, don’t be surprised if Holistic pops up in a few of his upcoming projects—rumor has it the spirits will be featured in the next Now You See Me movie and in his forthcoming series Brothers.
What Comes Next
Now, in year two and a half, the company is at a turning point—expanding into new markets, securing national accounts, and exploring partnerships in the ready-to-drink space. Their goal isn’t to disrupt for disruption’s sake, but to nudge the spirits world forward: cleaner ingredients, greater transparency, and a business model that prioritizes people and the planet.
They’ve also committed 2% of their revenue to charitable organizations, including reforestation and regenerative agriculture efforts. “We’d love to do more locally, too,” the founders told me. “Utah’s been good to us. We want to give back in ways that matter.”
For now, that means showing up at events like the Gateway’s Fourth of July celebration, a regular spot at the Park Silly Market, at restaurant tastings, and soon, possibly, in your home bar.
Utah might not be the obvious birthplace of a next-gen spirits company. But that’s precisely why it works. Holistic Spirits is rewriting the playbook, not just on what goes into a bottle, but on what it means to drink with intention.
