Nostalgia-based RTD cocktail brand, Shake Up, is moving to the beer network, adding Kroger, and launching an Indy 500 race-themed program
INDIANAPOLIS — Coming off a successful $700K pre-seed fundraise and a pitch competition win with the largest private equity group in beverage alcohol (InvestBev), Shake Up is transitioning and expanding distribution with key moves.
Shake Up is moving to the beer network in their home state of Indiana by partnering with Reyes (Monarch) and Indiana Beverage. Distributor transitions are always a two-way street, and it was gratifying to Shake Up and its founders to see such an interest from top-tier Indiana beer wholesalers in what Shake Up has been able to build in the home market selling over 24,000 cases.
Shake Up has also added Kroger to its list of retailers with a planogram mandate this Spring, building on its success with other retailers including Total Wine, Binny’s, Big Red, Woodman’s and Piggly Wiggly.
Lastly, Shake Up will be launching an Indy 500 race-themed program called “Start Your Lemons” this spring at select Kroger and Total Wine stores. This includes a commemorative race-themed label, and dozens of events across Indiana.
ABOUT SHAKE UP
Shake Up is more than a drink—it's a celebration of Midwest fair culture, crafted with bright citrus, a touch of sweetness, and a smooth splash of spirits. It has become a favorite across Indiana, beloved for its delicious flavor and nostalgic charm. Cocktail aficionados appreciate its balanced and bold taste, while others enjoy its natural ingredients and easy drinkability. Celebrate the simple joys of summer with Shake Up by visiting www.drinkshakeup.com.
