Most people get their first taste of Lost Identity Beverage Co’s tonic in Root & Flower’s legendary G&T. In fact, Root & Flower has an entire page on its website dedicated to said tonic. So, what makes it so special? Vail locals Ryan Souto and Nate Michlitsch are the brains behind Lost Identity, and they did copious amounts of historical digging and R&D before launching their tonics in 2016. Lost Identity enhances time-tested recipes by using only natural ingredients, with no artificial flavors or added chemicals. Because of that, both the Citrus and Floral taste fresh and wildly different from commercial brands.

Bolstered by the success of their tonics and a line of vinegar shrubs, in 2023, Souto and Michlitsch also began producing Lost Identity canned cocktails. Since that debut, however, alcohol sales have trended down across the industry and locally. As Chris Schmidt of Il Mago puts it, “The biggest news in alcohol is the lack thereof.” Lost Identity is feeling that dip keenly. “Everything [of ours] is geared to adding to alcohol, and everyone in this industry is down,” Souto says. At a time when demand is lessening, the price of the ingredients (thanks to tariffs and the cost of labor) has risen significantly. “The cost of sugar, the juices we use, ginger—those numbers have skyrocketed and fluctuated, so it’s hard to have consistency,” Souto adds.

The surest way to taste (and thus, support) this home-grown business in these challenging economic times is to order the product directly from the Lost Identity website. If you’re in the valley, Souto or Michlitsch will deliver to your door. Look for the tonics, shrubs, and canned cocktails at places like Hovey & Harrison and Riverwalk Wine & Spirits in Edwards. You can also find Lost Identity on the menu at the Gerald R. Ford Amphitheater and Root & Flower in Vail Village, Drunken Goat and Craftsman Brew Co in Edwards, and Wild Sage in Eagle.