Exhibiting at World Tea Expo 2025

Wild Bill's Craft Beverage Co., based in Millington, New Jersey, is a fast-growing craft soda brand that blends nostalgic Americana with small-batch beverage innovation. Since its inception, the company has established itself as a favorite among soda enthusiasts and collectors by offering bold, cane sugar-based sodas through both traditional retail and a dominant presence in live events and festivals across the United States.

Company Overview

Founded by Michael Russo, Wild Bill's originated as a beverage experience brand deeply rooted in the live events circuit. The company is best known for its vintage aesthetic, collectible stainless steel mugs, and in-person soda taps that offer unlimited refills—a signature feature at comic cons, fairs, and expos nationwide. As demand surged, Wild Bill's expanded into direct-to-consumer ecommerce, retail, and licensing collaborations.

Combining traditional soda recipes with contemporary branding, the company positions itself as an authentic alternative to mass-produced soft drinks, with a strong emphasis on real ingredients and community-driven experiences.

Product Portfolio

Wild Bill's offers a wide variety of craft sodas, all made with pure cane sugar and bold flavor profiles:

Timeless Classics

• Root Beer
• Black Cherry
• Orange Cream
• Vanilla Cream
• Sarsaparilla
• Ginger Ale
• Grape

Ring Pop® Collaboration Flavors

• Blue Raspberry
• Watermelon
• Strawberry
• Berry Blast

These co-branded flavors offer nostalgic value and have increased the brand’s appeal among Gen Z and millennial consumers.

Crowd Pleasers

• Rocket Pop
• Strawberry Cream
• Zero Sugar Cola
• Original Cola

These flavors are staples in the brand’s curated variety packs, which include:

• Untamed Pack (12-flavor set)
• Fruity Flavors Pack
• Cream Sodas Pack
• Olde Fashioned Pack
• Ring Pop Pack
• Root Beer Trio

Each product is packaged in retro-themed 12 oz cans, with vibrant, eye-catching labels designed to evoke mid-century American soda shops.

Unique Selling Proposition

Wild Bill's stands out in the craft soda space due to its:

• Event-based business model, which creates immersive and experiential brand engagements
• High collector appeal, featuring limited-edition stainless steel mugs and themed bundles
• Nostalgia-forward flavor design, mixing classic soda styles with pop culture collaborations
• Premium ingredient usage, including pure cane sugar and natural extracts

This dual approach—merging retail sales with experiential marketing—has allowed Wild Bill’s to build a loyal national following and convert event goers into lifetime customers.

Financial and Market Performance

While privately held, Wild Bill's revenue growth has accelerated significantly following a pandemic pivot to ecommerce in 2020. The company’s online store now offers nationwide shipping, subscription models, and merchandise sales. Key performance indicators include:

• Estimated annual revenue between $5M and $8M USD (as of 2023)
• Over 1,500 retail partners across the U.S.
• Presence at 500+ live events annually, including major comic cons and state fairs
• Tens of thousands of mugs sold, with repeat buyers using refill benefits

Its DTC strategy, combined with exclusive limited-run flavors, drives high customer lifetime value and retention.

Target Market

Wild Bill’s appeals to a broad demographic mix:

• Nostalgia-driven millennials and Gen Xers
• Comic con and anime expo attendees
• Craft soda aficionados seeking bold, non-mainstream flavors
• Families and gift buyers during holiday seasons
• Health-conscious soda drinkers who prefer cane sugar over high-fructose corn syrup

Their branding strongly resonates in communities that value individuality, retro aesthetics, and artisanal goods.

Capabilities

• Event Operations and Logistics: Full-scale soda bar setups across national venues
• Ecommerce Fulfillment: Responsive DTC shipping and customer service
• Flavor R&D and Licensing: Custom flavor formulation and IP collaborations (e.g., Ring Pop®)
• Retail Expansion: Shelf-ready packaging and wholesale partnerships
• Merchandising: Stainless steel mugs, apparel, mugs-of-the-month programs

Certifications and Sustainability

While not currently USDA Organic or Non-GMO Project verified, Wild Bill’s emphasizes:

• Use of cane sugar instead of high-fructose corn syrup
• BPA-free cans
• Eco-friendly stainless steel mug alternatives to single-use cups
• Limited packaging waste at events via refillable systems

Sustainability is promoted through their “refill, reuse, relive” brand ethos at live shows.

Customer Testimonials

“I first tried Wild Bill’s at Comic Con and now I’m a regular subscriber. Every flavor is a hit, especially Rocket Pop.” — Alyssa R., Portland OR

“The nostalgia is real. Drinking Wild Bill’s root beer takes me right back to my childhood.” — James L., Detroit MI

“I’ve collected 12 mugs from various expos, and they’re always a conversation starter. Great soda, awesome branding.” — Marcus B., Austin TX

Major Achievements

• Expanded from local events to national DTC sales during the COVID-19 pandemic
• Licensed collaboration with Ring Pop®—a nostalgic IP match that spiked brand visibility
• Launched in over 1,500 retail stores across convenience and specialty channels
• Recognized in Forbes and BevNet as a standout in the craft soda category
• Sold at high-volume event venues, including comic cons, state fairs, airshows, and holiday markets

Wild Bill's Craft Beverage Co. continues to grow by blending immersive consumer experiences, vibrant branding, and high-quality soda craftsmanship. Their hybrid business model and customer-first philosophy set them apart in a crowded market and ensure long-term brand affinity.