Imagine quitting your day job to chase a dream, only to realize the dream involves mixing sodas and pulling 70-hour weeks. That’s the reality Kayla Schoonover and Zachery Uzlik embraced when they dove headfirst into the ‘dirty soda’ craze. What started as a trendy experiment—customizing sodas with flavored syrups—quickly became a full-blown business venture. 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 for a sip.
The couple’s initial vision was simple: open a trailer, maybe a storefront someday. But the reality? It’s a grind. Schoonover admits, ‘It’s a lot more work than we thought.’ Beyond the glitz of selling at markets like Chippewa Falls’ Market on the River or New Richmond’s Market at the 45th, there’s a mountain of behind-the-scenes hustle: graphic design, social media, recipe testing, licensing, taxes—the list goes on. And this is the part most people miss: the startup costs and time commitment caught them off guard.
Their success? A mix of trial and error. From perfecting Sprite and Dr. Pepper concoctions to strategizing the best setup times, they’ve learned on the fly. But here’s the controversial part: is the dirty soda trend just a fad, or is it here to stay? Schoonover and Uzlik are betting big on the latter, targeting specific demographics like the college crowd in Menomonie. And it’s paying off—repeat customers and glowing feedback keep them going, even during those exhausting seven-day workweeks.
Looking ahead to 2026, their goals are ambitious: a trailer, a storefront, expanded offerings, and interactive customer engagement through giveaways and scavenger hunts. They credit their success to one thing above all: their customers. ‘Seeing people drive 45 minutes just to see us? That makes it all worth it,’ Schoonover says.
From the nerves of selling their first drink to the thrill of watching their business grow, the couple’s journey is a testament to hard work and passion. But here’s the question: could you handle the hustle? Let us know in the comments—would you trade job security for the chance to build something from scratch? And do you think the dirty soda trend has staying power, or is it just a sugary flash in the pan?
