Crafting Connection, One Sip at a Time: The Story of Siren Shrub
In the heart of Wisconsin, two friends transformed their shared love of local food and community into a national beverage brand. Siren Shrub, founded by Mindy McCord and Layne Cozzolino, creates inclusive and sophisticated drinks designed for everyone at the table, whether they drink alcohol or not. What began as a friendship built in a small-town coffee shop has grown into a company that represents integrity, creativity, and connection.
From Friendship to Fermentation
Mindy and Layne met more than a decade ago while working at Emy J’s, a coffee shop and café in Stevens Point, Wisconsin. Their friendship took root in long days surrounded by local produce and a shared passion for cooking, canning, and fermenting. In their spare time, they dreamed about what kind of food or beverage business they might one day create together.
About five years ago, they discovered shrubs, an old-fashioned elixir made from apple cider vinegar, fruit, herbs, and a touch of sweetness. They began experimenting with recipes, using produce from nearby farms, and inviting friends to try their creations. They taught others how to make cocktails and mocktails with shrubs, and the reactions were overwhelmingly positive. People loved the taste, the creativity, and the inclusiveness. That excitement inspired the idea that became Siren Shrub.
An Idea Becomes a Business
Siren Shrub officially launched in 2019. From the beginning, Mindy and Layne wanted to create beverages that honored local agriculture and felt both traditional and modern. Their first product line featured handcrafted shrubs in a variety of unique flavors. In 2020, they introduced a sparkling, ready-to-drink version of their signature beverages, aligning perfectly with the growing national interest in alcohol-free and mindful drinking.
Today, Siren Shrub is sold in stores across the United States, including Whole Foods Market locations throughout the Midwest, and through their website at www.sirenshrubs.com. What began as two friends experimenting in their kitchens has grown into a respected brand known for its craftsmanship and community focus.
What Exactly Is a Shrub
A shrub is a vinegar-based syrup made from fruit, herbs, and sugar. Before refrigeration existed, shrubs were used to preserve fruit that might otherwise spoil. When mixed with water or spirits, the resulting drink offered a bright and complex flavor that was refreshing and shelf-stable. Today, shrubs have returned to popularity through the craft cocktail and mindful drinking movements.
The tartness of vinegar, combined with natural sweetness and fruit flavor, gives shrubs a layered taste that feels sophisticated. They can be enjoyed on their own with sparkling water or mixed into cocktails. They are versatile and welcoming to everyone at the table.
The Meaning Behind the Name
The name Siren Shrub evokes the idea of allure and curiosity, much like the mythical sirens that called to sailors across the sea. Shrubs also have a maritime history, once carried on ships as preserved provisions. Although there is a town in Wisconsin named Siren, the company’s name was chosen for its symbolic meaning rather than its geography. It represents an invitation to experience something familiar yet new.
A Partnership Built on Trust
Starting a business with a close friend can be challenging, yet Mindy and Layne credit their success to communication and trust. From the beginning, they agreed to have honest conversations, even when those conversations were uncomfortable.
“When you are running a business, things happen quickly and you have to react,” Layne said. “We decided early that avoiding hard conversations would be the downfall of both our business and our friendship. So we have them, even when it is hard.”
Their dynamic works because their skills and personalities balance each other. Layne is the systems thinker who focuses on organization and strategy. Mindy is the creative force who brings energy and experimentation to the kitchen. When one slows down and the other speeds up, they meet in the middle and create progress.
Building a Business in a Small Town
Stevens Point is a small community, but that has been an advantage rather than a limitation. The cost of living is lower, and local connections run deep. Mindy and Layne have built their business through close partnerships with local farmers and business owners.
“Starting a business in a small town means choosing your partners carefully,” Mindy said. “We source produce from friends’ farms and collaborate with local entrepreneurs for special edition flavors. Those relationships have shaped who we are.”
The town’s strong sense of community became especially important during the pandemic. Local supporters kept purchasing, sharing, and encouraging the brand when times were uncertain. That loyalty allowed Siren Shrub to survive and continue growing.
The founders also believe their small-town authenticity resonates with customers far beyond Wisconsin. Their story reflects values that many people crave in a world of mass production: connection, craftsmanship, and care.
Growing with Intention and Without Venture Capital
Mindy and Layne decided early not to pursue venture capital. They wanted to grow intentionally, at a pace that aligned with their values. Instead of giving up control, they relied on small business loans, a convertible note from a women’s business nonprofit, and a personal loan from a local supporter who believes in their mission.
So far, they have raised about $275,000 through a mix of grants, loans, and personal investment. They plan to raise an additional $250,000 to increase production capacity while staying true to their principles. For Mindy and Layne, growth is not about chasing mass-market distribution. It is about long-term sustainability.
“We are not trying to be a massive beverage company,” Layne explained. “We want to grow in a way that maintains the quality of our ingredients, supports local farms, and honors the relationships that made this possible.”
Flavor as a Form of Storytelling
Every flavor begins with curiosity. Mindy and Layne collaborate on recipe development, testing ideas together until they find the perfect balance. Mindy leads culinary creativity, developing recipes for their website and social media, while Layne ensures the operational and financial systems support innovation.
Their top-selling flavors, Tart Cherry and Basil, are a reflection of their craft. Tart Cherry is juicy and slightly sour, while Basil tastes bright and fresh, like summer in a bottle. Seasonal flavors such as Black Currant highlight their ability to create drinks that surprise and delight customers while honoring local ingredients.
Lessons from Two Founders
The founders’ story offers lessons for anyone starting or scaling a business:
You do not need to know everything before you begin. Focus on what you do well and find people who complement your skills.
Trust your instincts. Intuition is often the beginning of innovation.
Plan for growth early. Knowing your margins and systems will save you challenges later.
Build your support network. Success depends on the people around you.
Their approach shows that a company can grow from friendship and shared values just as effectively as it can from capital or connections.
Creating Space for Everyone at the Table
At its heart, Siren Shrub is about inclusion. The drinks are made to bring people together, no matter their drinking preference. The vinegar base gives each beverage complexity, so it feels intentional whether served as a cocktail or a mocktail.
“Shrubs create an adult-tasting drink that works with or without alcohol,” Mindy said. “They give everyone a place at the table.”
The company’s story is proof that entrepreneurship does not have to start in a major city or with large investors. It can begin with two friends, a small community, and an idea that connects people through something simple and meaningful.
Where to Find Siren Shrub
Explore the full collection of flavors and find recipe inspiration at www.sirenshrubs.com. The site also lists where to buy products locally and nationwide. Follow @sirenshrubs on Instagram for creative recipes, flavor pairings, and updates from the founders. Whether enjoyed with sparkling water or as part of a cocktail, Siren Shrub invites you to raise a glass to friendship, connection, and mindful celebration.
