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Imagine Better

How Long Rays Crafted a Better Mixer Business

Mixer Messages

“We’ve now got investors on board at a different scale. Without certainty that can be unnerving—but with Shaun’s help with the foundations, we have confidence”.

Shiv Reddy, Founder at Long Rays

The Challenge—Crafting Mixers for the Moment

Ask around the best bars and venues and you’ll find thatthe Australian drinks scene is having a moment. Ask Shiv Reddy—founder of boutique Australian mixer drink startup Long Rays—and you’ll get a masterclass. For Shiv, Australian craft gins had their own characteristics that weren’t being celebrated by mainstream and imported tonics—so he imagined better by using natural local ingredients, and testing recipes with Australian craft distillers who knew their spirits better than anyone.

The Opportunity—Strong Foundations

Product development was never going to be a problem for Shiv and Long Rays. Shiv is big on collaborating with spirit makers and drinkers alike—and obsessive about quality. The market was ready for Shiv's innovation—venues began stocking the first product, and volumes grew. SRJ set up and managed financial systems and a tech stack—and Long Rays quickly became very attractive to investors.

The Outcome—Investor Ready

But before introducing investors, Shiv needed some expert guidance, and he called in Shaun Reeves from SRJ. No stranger to startups, Shaun helped make Long Rays develop a two-tiered structure that kept them flexible to investment opportunities and product development, while also protecting intellectual property for investors.

“It’s like an extension of my own business—I can call Shaun or Tracy anytime, I can have horizon discussions and ask for strategic advice—that big picture stuff is very useful”.

Shiv Reddy, Founder at Long Rays

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