Imagine quitting your day job to chase a dream, only to realize the dream involves way more than just mixing sodas. That’s exactly what Kayla Schoonover and Zachery Uzlik did when they dove headfirst into the dirty soda craze. What started as a simple idea—customizing sodas with flavored syrups—quickly turned into a full-blown entrepreneurial adventure. But here’s where it gets interesting: their Dirty Soda Company, launched just last July, has already carved out a loyal following in western Wisconsin, with fans driving up to 45 minutes just to get their fix. And this is the part most people miss—behind the scenes, it’s a whirlwind of graphic design, social media hustle, recipe experimentation, and endless paperwork.
The couple initially dreamed of opening a trailer and storefront, but the reality of seven-day workweeks hit hard. ‘It’s a lot more work than we thought,’ Schoonover admits, reflecting on the challenges of balancing creativity with the nitty-gritty of running a business. From perfecting Sprite and Dr. Pepper mixes to strategizing their presence at markets like Chippewa Falls’ Market on the River, their success is built on trial and error—and a whole lot of caffeine. But here’s the controversial part: is the dirty soda trend just a fad, or is it here to stay?
Their secret weapon? Targeting specific demographics, like the college crowd in Menomonie, and fostering a community that keeps customers coming back. ‘Seeing people drive 45 minutes just to see us—that makes it all worth it,’ Schoonover says. Looking ahead to 2026, they’re doubling down with plans for a trailer, storefront, expanded menu, and interactive events like scavenger hunts. But let’s be real—can a small business really thrive in an oversaturated market?
What started with nerves over selling their first drink has turned into a source of pride, fueled by positive feedback and the satisfaction of seeing their hard work pay off. ‘Watching the business grow and knowing our effort makes a difference—that’s super cool,’ Schoonover adds. But here’s the question we’re left with: In a world of endless beverage options, what makes Dirty Soda Company stand out—and can they keep the momentum going? Let us know your thoughts in the comments—do you think their strategy will work, or is the dirty soda trend destined to fizzle out?
