Shake Up Cocktails, a line of premium, craft-inspired 6% ABV canned cocktails, was co-founded by Jamie and Dan Fahrner.
The idea was inspired by ‘Lemon Shake Ups’: a simple, freshly squeezed non-alcoholic lemonade that is shaken like a cocktail for flair and refreshment.
For Jamie, this was a childhood memory from county fairs in Indiana. But the lightbulb moment came when the duo realized how popular the drinks had become at the Indiana State Fair in Indianapolis.
In the summer of 2022, the brand produced a limited run of Shake Up drinks intended to last the summer – but which sold out in just two weeks.
That told the entrepreneurs that they ‘had something special on our hands’.
‘Better-for-you’ cocktails
For Shake Up, as with an increasingly number of canned cocktails, appealing to a health-conscious audience is key.
Beer, for example, has suffered from its ‘beer belly’ association. Canned cocktails, in contrast, have done well to highlight their low calorie counts and clean ingredient lists.
Made from real fruit, real cane sugar and real spirits, Shake Up’s drinks are all-natural, gluten-free, and generally have fewer calories than a craft cocktail or beer.
But brands that lean into real ingredients and low calorie counts still find themselves in competition with many others doing the same.
As shelves get increasingly crowded, what makes a brand stand out?
Flavor, says Dan Fahrner, remains a crucial part of the RTD alcohol category.
“Shelves are crowded with brands chasing wellness trends. But flavor – the thing that makes a beverage memorable – is often lacking. We decided early on to focus on bringing maximum flavor and real ingredients to every can.”
Shake Up flavors include the original lemon flavor, peach, cherry and blueberry.
And there’s another key element to RTD alcohol that shouldn’t get forgotten: fun.
“Here in the midwest, Lemon Shake Up is synonymous with fairs, festivals, and fun!,” said Fahrner. “We reinforce that with fun flavor profiles such as Blueberry Lemon Shake Up, and Pineapple Whip (based on the iconic Disney World treat, Dole Whip).
“We also wanted to make sure our packaging represents that high flavor of the product with bright, vibrant, energetic colors and branding.”
And it’s also about connection. In 2025, the brand has executed more than 550 sampling events across the Midwest with the goal of connecting with people who are looking for more flavor and fun at festivals and social events.
Building a beverage brand
Dan's top tip to other beverage entrepreneurs?
"Stay true to your roots. It can be easy to get caught up in trends and flavors of the moment, but story and flavor will stand the test of time!"
Accelerator win boosts expansion plans
This year, Shake Up joined the InvestBev Accelerator program with the aim of testing its messaging, go-to-market strategy, investment pitch and market fit.
The three-month Accelerator program is designed to help emerging beverage brands refine strategy, secure capital and connect with industry investors: this year featuring a diverse mix of brands across spirits, non-alcoholic and functional drink categories.
Shake Up was ultimately chosen as the winner of the InvestBev Accelerator Fall 2025 Pitch Day competition: with judges applauding the strength and clarity of the brand’s go-to-market plan and how it will drive both short and long term business objectives.
Shake Up will receive $100,000 in capital and strategic services from InvestBev and its portfolio partners.
The brand will use this to focus on regional brand growth. Its drinks are currently available in Indiana, Illinois and Wisconsin: it’s now targeting new regional markets like Ohio, Iowa, Kentucky and Minnesota and wants to test a southern market like Texas.
“We have a playbook based on sampling events and aggressive digital promotion that we’re excited to scale with new hires and fun digital content,” said Fahrner.
