How this upcoming pre-sale campaign is more than a product launch—it’s a movement

The non-alcoholic beverage industry has experienced unprecedented growth in recent years, as consumers increasingly seek premium alternatives that don’t compromise on flavor or experience. Yet many brands have focused on replicating traditional alcoholic drinks rather than creating something entirely new.

Enter Stursi: a bold new player redefining how we gather and toast to life. Co-founded by sisters Lexx and Livv Mills, Stursi is rooted in culture, belonging, and a deep respect for flavor. This zero-proof cocktail brand isn’t just launching a product—it’s building a movement. And with their First Sip pre-sale campaign kicking off this month, the sisters are inviting their community to help shape a new kind of celebration.

Centering Culture and Community

At its core, Stursi represents a cultural shift toward inclusive celebration. The brand believes that meaningful moments don’t require alcohol to be memorable—and that premium non-alcoholic options should stand on their own, not as mere substitutes.

This philosophy extends beyond product development and into community building. Stursi’s approach acknowledges that today’s consumers, particularly younger demographics, are seeking authentic connections and experiences that align with their values. Stursi’s upcoming First Sip campaign reflects this understanding by creating space for early supporters to help shape something new from the ground up.

The Premium Flavor Revolution

The non-alcoholic space has long suffered from a perception problem—that alcohol-free means flavor-free. Stursi challenges that narrative. Formulated by a seasoned mixologist, each drink is made with premium ingredients and layered complexity, delivering the kind of satisfaction typically associated with craft cocktails.

This commitment to quality extends to every aspect of the brand experience, from packaging design to brand storytelling. Rather than positioning itself as what it’s not, Stursi confidently asserts what it is: a premium beverage crafted for discerning consumers who refuse to settle for less.

Representation Matters in Beverage Innovation

One of the most significant gaps in the current non-alcoholic market is authentic representation. Many established brands were created by and for specific demographics, leaving many consumers feeling unseen. Stursi changes that by centering diverse perspectives—starting with its founding team and extending through its community.

This isn’t surface-level diversity. It’s built into the fundamental DNA of how Stursi thinks about flavor, community engagement, and brand positioning. This authentic approach resonates with consumers who are increasingly conscious about supporting brands that reflect their values and experiences.

The First Sip Society Launch Strategy

Stursi’s pre-sale campaign is more than a go-to-market tactic. It’s the culmination of over a year spent building a company and a community side by side. From day one, the founders have brought supporters along for the ride through storytelling, product testing, and behind-the-scenes content.

The pre-sale opens first to members of Stursi’s First Sip Society on June 10, followed by the public launch on June 15. This phased rollout creates buzz, fine-tunes the experience, and gives early backers a real stake in the brand’s growth. These supporters aren’t just buyers—they’re co-creators.

The campaign structure recognizes that modern consumers want to feel like partners in a brand’s journey rather than passive recipients of marketing messages. By inviting people to join at the ground floor, Stursi creates a sense of ownership and investment that traditional advertising cannot replicate.

Looking Forward: A New Era in Non-Alcoholic Offerings

With mindful consumption on the rise and the non-alc market projected to reach $5 billion by 2028, the timing for Stursi’s debut couldn’t be more opportune. But this isn’t just a market play—success will belong to brands that understand culture as deeply as they understand flavor.

Stursi’s approach is built to meet this moment. Rather than follow existing formulas, Stursi reimagines what celebration can look like: bold, inclusive, and joyfully alcohol-free.

The pre-sale campaign represents more than a launch. For consumers ready to shape the future of celebration, the First Sip Society offers an opportunity to be part of something transformative from day one. As the non-alcoholic space continues to evolve, Stursi stands poised to lead the conversation about what comes next.

Learn more about Stursi and join the First Sip Society at https://www.stursi.com/