The Liquid Muse Is Elevating Cocktail Culture in Santa Fe

True Treps are following their dreams and taking risks to create innovative companies. To capture these visionaries, Elliot Productions, a division of The Elliot Group, is traveling across the country to document the entrepreneurs who are making an impact on our industry, capturing not only their unique visions, but also their personal and professional journeys. The passion, creativity, risks, and, surprises – come be inspired with us as we meet the people behind the emerging brands: the True Treps.

The Liquid MuseIn this installment of “True Treps”, we follow Natalie Bovis, President of The Liquid Muse and Founder of New Mexico’s Cocktails and Culture Festival. Bovis, a self-proclaimed “ambassador for cocktail culture,” ventured into the world of mixology when she saw people creating culinary-inspired cocktails. After living and working in multiple cities around the world, Bovis moved back to her hometown of Santa Fe to inspire and teach local businesses about mixology.  

While major liquor brands have prioritized their efforts in major cities, such as New York, Los Angeles, and Chicago, Bovis now sees the trend moving into smaller, emerging markets. This inspired Bovis to create New Mexico’s Cocktails and Culture Festival, which recently celebrated its third year. “The future of mixology is in these smaller towns where people are so passionate…when they have a chance to shine at what they do, it creates a lot of brand loyalty and it creates a lot of new business opportunity,” Bovis says.


For over thirty years, The Elliot Group has remained the nation’s leading retained executive search and strategic consulting firm to the food service, hospitality, manufacturing, and retail industries. Given The Elliot Group’s leadership role in various industries,  they have always been committed and on the leading edge of sharing the stories of many of today’s positive activists and innovators.  www.theelliotgroup.com

Under the direction of former television news producer Eric Herbst, Elliot Productions’ True Treps series is uniquely positioned to understand and profile the fundamental challenges that entrepreneurs and organizations face at every stage of the business lifecycle. True Treps brings a deep understanding of the motivations and talents of individual leaders and the great companies they are building.