For one Wisconsin firm, the soda manufacturing business is snap, crackle and … Wisco Pop! The Viroqua-based company, founded by Ashley Austin and his wife, Hallie, launched their firm in July, 2012. They now produce their beverages out of the Food Enterprise Center, a 100,000-square-foot business incubator in Viroqua.
At first, the Ashleys sold their beverages at Madison-area farmers’ markets, accepting much-appreciated feedback. They started with traditional soda recipes, made without processed corn syrup or artificial flavorings. Instead, fresh fruit juices lend their own subtle touches, with honey as a sweetener.
In 2013, the Ashleys were joined by Zac Mathes of HomeGrown Pizza, a wood-fired pizza catering firm and food cart in Viroqua. Mathes now acts as production manager, with Hallie handling office operations.
In addition to sales, the company earned a $15,000 Buy Local, Buy Wisconsin grant to pay for staff compensation costs, along with a successful Kickstarter campaign that raised $24,000. In addition, Wisco Pop! received a $1,500 loan from the Viroqua Food Coop for packaging inventory. The Vernon Economic Development Association also assisted in securing several grants to purchase bottling equipment, including one for $43,500 from the U.S. Department of Agriculture.
In addition to supplying the high-end beverages, Wisco Pop supports the area’s agricultural community, annually purchasing $22,000 worth of honey from nearby suppliers, projected to double in 2015.
Wisco Pop! produces about 150 gallons a week of Ginger Brew, Cherry Bomb and Root Beer. The sodas are currently sold on tap, with the next step packing in bottles and a product launch set for early 2015.
