Presented By: Stursi
Many non-alcoholic brands lean into wellness, but Stursi was built on culture. What started as two sisters frustrated by lackluster mocktail options turned into a brand with a clear mission: to preserve the cocktail experience without relying on alcohol to make it meaningful.
Here, Lexx Mills shares the philosophy behind Stursi’s ritual-forward identity and why emotional resonance, not health claims, is driving the next chapter of non-alcoholic cocktails.
Dry Atlas: What was the initial spark that led you to create Stursi?
Lexx Mills: My sister, Livv, has been a mixologist for over a decade, but after battling painful health issues, she stopped drinking alcohol. Yet she still craved a delicious cocktail. We couldn’t find mocktails that hit the spot, so we created Stursi.
DA: Before launching, what gap did you see in the category that no one else seemed to be addressing?
LM: We saw a big gap in flavor. Most of the non-alcoholic cocktails we tried didn’t taste like cocktails to us. Everything fell into three flavor categories: too sweet, watered down and lacking full-bodied flavor, or downright unpleasant. We also wanted cocktails that weren’t carbonated and didn’t contain adaptogens.
At Stursi, we have an award-winning, flavor-first approach. We prioritize authentic cocktail flavor, leveraging our proprietary process and Livv’s 10+ years behind the bar. Our debut products are non-carbonated and don’t use adaptogens, unlike most non-alcoholic cocktails on the market.
DA: The name “Stursi” is both memorable and mysterious. What does it mean to you?
LM: Stursi is our playful take on the word “sister.” It reflects who we are and the love we pour into every can.
DA: You describe Stursi as “ritual-forward.” What does that mean in practice?
LM: Imbibing has long been a ritual for our culture and society. So many moments of celebration, or even winding down, have centered on alcohol. By providing an authentic cocktail experience reimagined without alcohol, we’re creating the opportunity to keep those rituals alive and enjoy the layered flavors you love, without the drawbacks.
DA: The visual and verbal identity of the brand is striking. What guardrails did you set creatively from the beginning?
LM: We wanted the brand to feel authentic, joyful, rebellious, and rooted in our sisterhood. It’s meant to be fun, celebratory, and even a little seductive. It’s our way of messaging that no alcohol doesn’t mean no fun.
DA: How do you think about your formulations? Did you start with a feeling, an ingredient, or something else?
LM: We started with the names and the feelings we wanted each cocktail to evoke. Every flavor has its own mood. Reign is for cozy moments and intimate conversations. Revvl is the vibrant, crowd-pleaser meant for brunches and dinner parties. Debauchery is our spicy girl: bold and perfect for moments that demand attention.
DA: What was the hardest part of bringing Stursi from idea to shelf? What kept you going?
LM: We didn’t have any experience in CPG, and figuring out how to translate my sister’s behind-the-bar craft recipes into a scalable canned formulation was incredibly challenging. We weren’t willing to compromise on taste or quality, so patience and persistence were essential.
Over 2,000 people tasted our product before it ever hit a can, so we knew we had something special. Bringing an idea to life alongside the people you love is a blessing, and the way we support each other pushes us to keep going.
DA: You’ve worn many creative hats before this. How have your past experiences shaped your approach as a founder?
LM: My sister is a creative genius, and I love talking about how talented she is. Livv is a Certified Specialist of Spirits with over 10 years behind the bar. She brings that hands-on experience to every formulation. She also set the standard for me of what makes a great cocktail. We have a deep respect for flavor, and we weren’t willing to compromise, no matter how long it took.
DA: You’ve said before that your consumer isn’t necessarily sober. Who are you designing for?
LM: Stursi is an amazing premium non-alcoholic cocktail that stands on its own, but it’s also a great mixer for those who want to pair it with spirits. We even make pairing recommendations.
Your whole party is covered when you get Stursi; everyone gets an elevated cocktail experience, whether they’re drinking alcohol or not. This isn’t a compromise or something for the kids’ table. It’s for people who love sophisticated flavor, who live with intention, and who want to feel fully present.
DA: Stursi doesn’t feel like a wellness brand, but it also doesn’t feel like a traditional alcohol brand. Was that a deliberate tension to explore?
LM: I absolutely love that you picked up on that. Yes, it was intentional. We spent months developing our brand before creating the flavors. We believe an authentic cocktail experience starts long before the first sip. We’re intentional about creating a full sensory experience, and our branding is a huge part of that.
DA: Rituals, aesthetics, and emotional resonance seem to matter just as much as ingredients. Why do you think that’s resonating right now?
LM: There’s no shortage of products on the market, and no shortage of brands demanding attention. To cut through, you need emotional and cultural resonance. Consumers need to be able to see how you fit into their everyday lives.
DA: What have you learned about your customer since launch that surprised you?
LM: Because 2,000 people sampled our product before it was canned, very little surprised us. But one thing that has stood out is how many people want to use Stursi as a mixer. Friends text me saying, “I added vodka. Is that okay?”
For us, it’s all about options. We’re not preaching about whether you should or shouldn’t drink. We want to give people an elevated cocktail experience either way. There’s no shortage of great cocktails with alcohol, but there’s still a shortage of great cocktails without. That’s what we’re solving for.
DA: What’s something you haven’t done yet with the brand but would love to explore?
LM: We have so many ideas. We want to host unique events for our First Sip Society, our email community that we treat almost like a membership. They’ll get special opportunities, early access to seasonal flavors, and curated events. Building community is important to us.
DA: What’s your vision for Stursi five years from now?
LM: I like to say Stursi is the best non-alcoholic cocktail the world doesn’t know about yet. Five years from now, the opposite should be true. We want Stursi to be the leading non-alcoholic cocktail wherever cocktails are sold.
Our mission is to transform every celebration so that no one feels left out. Although the non-alcoholic category is booming, there’s still a lot of work ahead to make inclusive celebrations the norm. That requires high-quality options to become the standard, and we’re confident our flavors are setting that new bar.
