Jamie Fahrner
Festival to Fridge: How Shake Up Cocktails Is Bottling the Zest of the Midwest
On this episode of Pitch Lab, we sat down with Jamie Fahrner, COO and co-founder of Shake Up Cocktails—the fairground-inspired canned cocktail brand bringing the zest of the Midwest to life.
What started as a simple idea—a hand-squeezed lemon shake-up with a spirited twist—has turned into one of the fastest-growing beverage brands in the region. Together with her husband Dan and their friend Nick, Jamie has built a brand that captures the nostalgia of the county fair—string lights, barbecue smoke, and a cold lemonade in hand—and turned it into something you can crack open anywhere.
From County Fair to Canned Cocktail
Jamie grew up at the fairgrounds, helping her parents run a barbecue stand every summer. Next door was the lemon shake-up stand—fresh lemons, real sugar, and pure refreshment.
Years later, those memories inspired Shake Up’s first hit product: the Lemon Shake Up, an all-natural, spirit-based cocktail that sold out across Indianapolis within weeks of launch in 2022. It’s real fruit, real sugar, real spirits—and a whole lot of nostalgia.
Family-Built and Flavor-First
Shake Up is a true family business. Jamie and Dan run the company together while raising four boys and learning the ropes from the ground up. After attending Moonshine University in Louisville, they turned their kitchen-table idea into a full-fledged distillery and a line of bright, bold canned cocktails.
Their motto says it all: Flavor for the people.
Each can is crafted to deliver flavor that pops—not watered down or artificially sweetened, but naturally vibrant. With flavors like Lemon, Cherry, Peach, Blueberry, and the limited-edition Pineapple Whip Shake Up, the lineup is as fun as a day at the fair.
Nostalgia Meets Growth
In 2023, Shake Up rebranded with playful nods to its fairground roots—Ferris wheel lemons, ticket-inspired patterns, and pun-filled copy (thanks to Dan). Every year, the brand debuts a new flavor during the Indiana State Fair, turning fair season into an annual launch event.
Now, through their WeFunder campaign, Shake Up is inviting the community to invest in that growth—fueling new markets, new flavors, and national online sales.
“It’s been one of the most humbling experiences,” Jamie shared. “We’ve had total strangers become investors because they love the product and the story behind it.”
What We Learned
Nostalgia is powerful—but authenticity wins. Shake Up’s story is real, and that connection keeps customers loyal.
Real ingredients, real flavor. Every can uses real fruit, sugar, and spirits for a cocktail that actually tastes handcrafted.
Community can fund your future. Through WeFunder, Shake Up has turned local fans into co-owners.
Growth starts with joy. At its core, Shake Up is about celebrating the small wins—and bringing the festival to your fridge.
Why Invest in Shake Up Cocktails?
With the ready-to-drink cocktail market booming, Shake Up stands out with its authentic story, Midwest roots, and loyal community.
Their WeFunder campaign will help the brand:
Expand into new states
Scale e-commerce nationwide
Launch new flavors and variety packs
“Shake Up Cocktails help you bring the festival to the fridge—to celebrate all the big and small wins in life.”
Join the Movement
🍋 Invest in Shake Up Cocktails: wefunder.com/shakeupcocktails
🎡 Find your flavor: drinkshakeup.com
✨ Follow the fun on Instagram: @drinkshakeup
