Stursi founders leverage creative resourcefulness to overcome industry barriers, securing grants while maintaining full ownership
Baltimore, MD., (June, 2025) – Two first-generation entrepreneurs have successfully launched a premium non-alcoholic beverage brand without traditional venture capital funding, challenging industry norms that typically require substantial upfront investment.
Lexx Mills and Livv Mills, co-founders of Stursi, entered the beverage industry without family wealth or insider connections. Industry consultants routinely advise aspiring beverage entrepreneurs that launching requires a minimum $150,000 investment to cover formulation, branding and initial production costs.
Rather than seek outside investors, the founders developed an alternative approach that allowed them to maintain full ownership while building their brand.
Livv Mills, who serves as Chief Creative Officer, handled product formulation and brand development internally, eliminating the need for external consultants and agencies. Mills brings over a decade of mixology expertise and holds a Certified Specialist of Spirits credential. Her hospitality career includes leadership roles as bar manager, director and consultant, and she was part of the opening team for four restaurants. She also operates a web design studio, combining visual storytelling and brand strategy skills.
This decision saved the company more than $150,000 in typical startup costs while maintaining complete creative control over the product and brand identity.
Lexx Mills, CEO and co-founder, pursued grant funding and pitch competitions, securing over $20,000 in awards to support the company’s launch. Mills previously served as Director of Economic Inclusion & Impact at Johns Hopkins, where she led initiatives to leverage the institution’s economic power to drive growth, employment and investment in Baltimore. She holds an MBA and Master of Urban & Regional Planning from the University of Michigan, and began her career in education, teaching elementary school in D.C. and Baltimore, and English in Malaysia as a Fulbright Scholar. This funding strategy provided necessary capital without requiring equity dilution or outside board representation.
The approach contrasts sharply with typical beverage industry practices, where new brands often surrender significant ownership stakes to secure initial funding. According to industry data, most beverage startups give up 20-40% ownership in early funding rounds.
Stursi targets the $3.4 billion non-alcoholic beverage market, which has experienced double-digit growth over the past three years as consumers increasingly seek premium alternatives to alcoholic drinks. The founders developed their ready-to-drink mocktail brand to address gaps in market positioning that existing brands have not filled.
The company will launch through a phased pre-sale campaign beginning June 8 with limited early access, followed by broader public availability by June 15. This strategy allows the founders to generate initial revenue while building customer relationships before major retail distribution.
Recent market research indicates continued expansion in the non-alcoholic beverage sector, driven by changing consumer preferences around health and wellness. Younger demographics particularly favor brands that align with their values while delivering premium experiences.
The founders’ success accessing grant funding reflects growing institutional support for diverse entrepreneurs in traditionally exclusive industries. Several accelerator programs and funding organizations have expanded support for minority and first-generation business owners in recent years.
Stursi’s business model demonstrates how founders can leverage personal expertise to reduce capital requirements while maintaining ownership control. The company’s launch timing coincides with increased consumer interest in supporting diverse-owned businesses and authentic brand stories. Recent surveys indicate that brand values and founder backgrounds increasingly influence purchasing decisions among target demographics.
Stursi plans to expand beyond direct-to-consumer sales as the brand establishes market presence and customer loyalty. The founders expect their ownership retention to provide greater flexibility in future growth strategies compared to venture-backed competitors.
About Stursi
Stursi is a ready-to-drink mocktail brand founded by co-founders Lexx Mills (CEO) and Livv Mills (Chief Creative Officer). The company operates in the $3.4 billion non-alcoholic beverage space, creating premium alcohol-free cocktails that redefine celebration and sophisticated drinking experiences. Livv Mills brings over a decade of mixology expertise and Certified Specialist of Spirits credentials to product development, while Lexx Mills applies strategic business experience from her role as Director of Economic Inclusion & Impact at Johns Hopkins.
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Heather DeSantis Holmes
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