I’ve known Dan and Jamie Fahrner, two of Shake Up’s three founders, for nearly a decade. They’ve had a rare mix of creativity and execution from the beginning, whether it was serving unique cocktails with homemade syrups (rosemary-infused simple syrup!) at social gatherings or testing a cocktail delivery service during the pandemic. When they launched the distillery–and soon after the Lemon Shake Up ready-to-drink cocktail–the response was immediate and electric. I asked a local liquor store if they carried RTD cocktails and before I could say the brand name, the clerk said, “Looking for the Lemon Shake Up?” She then pointed me to a waitlist already several pages long. That kind of buzz doesn’t happen by accident. Shake Up’s ability to create demand, build excitement, and then deliver an exceptional product is remarkable. The pivot into RTD cocktails was bold, but well-timed and executed with precision. After seeing the growth and success they’ve achieved with a bootstrapped approach, I’m convinced there is still an enormous amount of untapped potential. That’s why I’m proud to invest in Shake Up Cocktails; it’s the right team, the right product, and the right moment.