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Woman Entrepreneur Founded Dry Soda

But do consumers want "soda re-imagined"


Can you pair sodas with foods? Like Wine. According to Sharelle Klaus, founder of DRY Soda, you can

Can you pair sodas with foods? Like Wine. According to Sharelle Klaus, founder of DRY Soda, a Specialty beverage, you can. They are soda re-imagined.

DRY Soda
Updated November 30, 2012

Your One line Pitch

DRY Soda Co. has re-imagined what soda can be: better tasting and better for you. DRY Soda uses only four, all natural ingredients and keeps the pure cane sugar to a minimum. Each twelve-ounce bottle of DRY contains just 45 - 70 calories and 11 - 19 grams of sugar. The result is a less sweet soda that allows its fruit, flower and herbal flavors to shine through.

Business Summary

DRY Soda was founded in 2005 by Sharelle Klaus, a mother with a craving for interesting non-alcoholic beverages. DRY was born from hours of experimenting in Sharelle's home kitchen and consulting with leading chefs as she developed a product that, like wine, would pair perfectly with great food. In August 2005, Lavender, Lemongrass, Kumquat and Rhubarb DRY Soda flavors debuted in white tablecloth restaurants across the Seattle area. Two additional flavors, Vanilla Bean and Juniper Berry, were introduced in 2008, followed by Cucumber in 2009, Blood Orange (which replaced Kumquat) in 2010 and Wild Lime in October of 2011. Lemongrass was retired in early 2012.

What began as a "white tablecloth" product grew to be more and more mainstream. DRY is now the top selling natural soda at PCC Natural Markets (an all-natural grocery chain in the Pacific Northwest), and is available at many traditional grocery stores across the nation.

What is the Customer Problem You Solve?

Americans drink on average 600 12-ounce servings of soda per year. That's nearly 80,000 extra calories… a lot of sugar. DRY is changing the way people think about soda by providing a soda that is re-imagined. With just four all natural ingredients and a quarter to half of the sugar of traditional sodas, DRY offers a better tasting, better for you soda.

How Will You Make Money? (your business model)

DRY is available in more than 2,000 natural and traditional grocery stores and on premise locations (restaurants, cafés, etc.) in the U.S. and Canada. DRY can also be ordered online at www.drysoda.com.

What are your Products/Services

DRY has seven flavors that range from DRY takes on mainstream favorites to culinary inspired:

Blood Orange, Cucumber, Juniper Berry, Lavender, Rhubarb, Vanilla Bean, and Wild Lime. All DRY flavors are caffeine-free, gluten-free, sodium-free and OU-certified kosher.

Who is Your Target Market (your customers)

DRY's customers are taste-seekers who are in pursuit of foods and beverages that not only taste good but are also made with high quality, better for them ingredients. DRY's customers are both heads of families who seek a beverage made with all natural ingredients, and people who enjoy trying new flavors and foods - either through fine dining experiences or entertaining at home. DRY's customers discover DRY Soda by dining at their favorite restaurant or café, or by trying it at a food and wine tasting event, or other lifestyle event.

Where Will You Sell Your Product?

We already have significant distribution in the natural and conventional grocery channels, in addition to independent stores, restaurants and cafes.

Sales/Marketing Strategy

DRY's marketing strategy is focused on the consumer's experience. DRY is a beverage that once you taste it, you love it. Therefore DRY's strategy is to build brand awareness and introduce new customers to DRY by creating fun and engaging ways to both taste DRY and share DRY with others throughinnovative social media campaigns,DRY's mobile app, and DRY's Tasting Room in its Seattle headquarters. The Tasting Room is open to the public for tastings, customer engagement, and sales.

Most recently DRY's Tasting Truck kicked-off a cross-country Savor the Flavor Tour. The DRY's Tasting Tour travels around the country in a branded Tasting Truck and brings the DRY Tasting Room experience to customers. A key component of the tour is the engagement of customers via social media outreach. Through a variety of tools includingFacebook, Twitter, Instagram, traditional media relations and more - everyone and their friends are encouraged to come out to the stops in their neighborhood and taste a flight of DRY Soda.

What is your Competitive Edge?

DRY Soda is less sweet, all natural with four ingredients. Those are the three attributes that set it apart, in addition to the taste and distinctive flavors. It's made with pure cane sugar and only has 45-70 calories per bottle.

Soda ingredients have been in the news lately, from the negative effects of caramel coloring to high fructose corn syrup and childhood obesity. DRY is simple, refreshing and delicious, while avoiding artificial colors, sweeteners and flavors. With only 11-19 grams of pure cane sugar - as opposed to traditional sodas 39+ grams of sugar - DRY is clearly a better-for-you choice.

Why Should the Retailer Buyer Give You Shelf Space?

Customers' taste buds are changing. They are making more educated decisions in what they purchase and serve to their families. They're looking at labels and ingredients and starting to demand natural ingredients. DRY is leading that revolution, with four ingredients, real flavors and a small amount of pure cane sugar. DRY Soda is now available in all 50 states and quickly being embraced by the mainstream markets traditionally dominated by "Big Soda" products.

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  5. Maybe because American palates are changing – from Flaming Hot Cheetos to kombucha cravings – younger and younger generations are open to more dynamic, less sweet flavors. In 2011, DRY Soda grew by more than 100 percent.

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