Imagine quitting your day job to chase a dream, only to realize the dream involves 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 whirlwind of entrepreneurship. But here’s where it gets interesting: while the trend itself is buzzy, the reality of running a business like this is anything but glamorous.
Since launching the Dirty Soda Company last July, the duo has seen their venture take off in western Wisconsin. Customers are so hooked that some drive up to 45 minutes just to get their fix. But don’t let the success fool you—behind the scenes, it’s a grind. The couple initially dreamed of opening a trailer and storefront, but they soon discovered the sheer volume of work required. Seven-day workweeks? Check. Endless behind-the-scenes tasks? Double check. From graphic design and social media promotion to recipe development and licensing, the to-do list never ends.
“It’s a lot more work than we thought,” Schoonover admits. And this is the part most people miss: the startup costs and unexpected time commitment were their biggest surprises. Yet, they’ve managed to thrive through trial and error, experimenting with recipes (Sprite and Dr. Pepper mixes are crowd favorites) and testing optimal setups at local markets like Chippewa Falls’ Market on the River and New Richmond’s Market at the 45th.
But here’s where it gets controversial: Is the dirty soda trend just a fad, or is it here to stay? While some might argue it’s a passing craze, Schoonover and Uzlik are betting big on its longevity. Their strategy? Targeting specific demographics, like the college crowd in Menomonie, and building a loyal customer base. Seeing repeat customers return, despite the long hours, is what keeps them going.
“It’s super rewarding to see people come back, especially when they’re driving from so far away,” Schoonover says. Looking ahead to 2026, their goals are ambitious: a trailer, a storefront, an expanded product line, and interactive customer engagement through giveaways and scavenger hunts. They credit their success to strong customer support, but let’s be real—it’s also about their hustle and willingness to adapt.
Remember their first sale? They were nervous. Now, positive feedback and chatting with customers are highlights of their day. But here’s a thought-provoking question for you: In a world where trends come and go, what does it take to turn a quirky idea into a sustainable business? Is it the product, the marketing, or the sheer grit of the founders? Let us know what you think in the comments—we’d love to hear your take on whether the dirty soda trend is just a bubble or the next big thing.
