Kayla Schoonover and Zachery Uzlik were set on becoming their own bosses. After some test trials, the duo discovered that the dirty soda trend — the act of customizing sodas with flavored syrups, creating different types — made for a profitable endeavor.
Since launching the Dirty Soda Company last July, the business has grown, attracting repeat customers throughout the western Wisconsin area, some of whom drive up to 45 minutes for their drinks.
The couple started the business hoping to eventually open a trailer and a storefront. However, they quickly realized the immense amount of work involved, often logging seven-day workweeks.
“I think it has its days. It’s had its challenges, its ups and downs, just like any new business. It’s a lot more work than we thought it was,” said Schoonover.
Beyond selling at markets, the work includes extensive behind-the-scenes tasks — graphic design, social media promotion, recipe development, menu creation, reaching out to events, licensing, taxes. For them, the startup costs and the unexpected time commitment for all these tasks were the biggest surprises.
Success has been built on a strategy of trial and error, from recipes — popular choices include Sprite and Dr. Pepper mixes — to optimal setup time and locations like Chippewa Falls’ Market on the River and New Richmond’s Market at the 45th.
Their focus is on engaging specific demographics, such as the college town in Menomonie. The reward of seeing the business grow and customers returning, despite the long hours, is what makes it all worthwhile.
“It’s been very rewarding to see customers come back and reach out and I mean, we have repeat customers that will drive from 45 minutes away just to come see us. So I think that makes it all worth it, in my opinion,” she said.
Looking ahead to 2026, their goals include opening a trailer and a storefront, expanding their product line and boosting customer engagement through giveaways and scavenger hunts. They credit strong customer support as a vital part of their success.
The two recall the initial nervousness of selling their very first drink. Now, getting positive feedback from customers about the drinks and the experience of chatting with them is a major source of satisfaction and encouragement. The ability to put in the work and see it pay off, with customers driving long distances and returning to buy more, is the greatest motivator.
“I think that’s been super cool too, just to watch the business grow and, like he said, to be able to put in the work and then watch it pay off,” she said.