Alice & the Magician (A&M) is a flavor and beverage design firm founded by industry pioneer, Aaron Wisniewski. Aaron’s 20+ year career in flavor and aroma is unique. The first ten years of his career were as a Professional Chef. Driven to be part of the entire guest experience he expanded beyond the kitchen to work as a sommelier as well as a mixologist. Throughout this decade in the hospitality world, he backpacked around the globe learning about unique ingredients, flavors, techniques, and aromas. His obsession with aroma as the soul of flavor inspired him to develop a method for capturing and bottling the smells and flavors he encountered on his travels and he created a library of what he calls “scent memories.”
In 2012, Aaron started Alice & the Magician as a way to share his library of scent memories with the world and use them to create new and interesting food and drink experiences. Since its inception in 2012, A&M has evolved into a full-service sensory design studio and has been the creative and operational force behind some of today’s most unique and popular beverages, flavor innovations and even multi-sensory art and technology.

The Alice & the Magician mission to enhance our experiences through the art and science of flavor and aroma brings a unique perspective to the modern era of consumer products and A&M is particularly interested in how products and experiences can leverage flavor and aroma to genuinely make us happier, and healthier, and more connected.