Mixly Beverage Co. began its journey in a rented kitchen, with co-founder Johnna Rossbach driven by a desire to create versatile, fruit-forward mixers. Rossbach, who previously worked in marketing and communications, felt dissatisfied with the limited options and artificial ingredients in existing cocktail mixers. This led her to found Mixly with Megan Sather, who brought design expertise to the venture.
A Challenging Start
The early days of Mixly were marked by unexpected difficulties. During their first night of production, their juicer broke, forcing them to squeeze limes by hand. The labeler also malfunctioned, requiring the team to apply every label manually. Despite these setbacks, Rossbach and Sather persevered, demonstrating a shared determination that Rossbach credits as a key factor in their partnership.
Sticking to the Vision
Developing recipes involved collaboration with a mixologist friend. The onset of the COVID-19 pandemic presented further challenges, requiring the founders to manage production themselves while seeking ways to scale. Rossbach described this period as navigating the unknown, involving constant decision-making and self-doubt. Mixly has been self-funded since its inception, with the founders prioritizing control over external investment.
Versatility Beyond Cocktails
While cocktails were the initial focus, Mixly was designed from the outset to be enjoyed without alcohol. This foresight aligned with the growing sober-curious movement. Rossbach emphasized the goal of creating a product that everyone could enjoy, regardless of alcohol consumption. The mixers are formulated to provide complex flavors using real fruit, acidity, herbs, and botanicals, such as the gentian root in their Bitter Orange Cherry mixer, which balances sweetness with a bitter note.
Expanding Product Use
Customers began finding new applications for Mixly mixers, using them in marinades, children's drinks, and coffee. A significant development came when Rossbach noticed her daughters' enjoyment of dirty sodas. This inspired the creation of specific dirty soda syrups, which have become a popular product line. Mixly's rebranding from Mixly Cocktail Co. to Mixly Beverage Co. in June 2026 reflects this expanded focus beyond alcoholic beverages.
Growth and Retail Presence
The company's growth has led to a significant retail presence. Five flavored syrups launched in 685 Walmart stores, with dirty soda products reaching nearly 4,000 stores by the end of November. Additionally, holiday kits were introduced in 1,300 Target stores and online. Mixly products are now available in approximately 4,600 retail locations nationwide.
Rossbach noted the importance of listening to customer feedback and adapting the business strategy accordingly. This flexibility has allowed Mixly to evolve beyond its original concept and capitalize on new market opportunities.