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Adding a Little Sweetness to the Mix

Leah Kodner, Business Librarian from the James J. Hill Center interviews 1 Million Cup presenters each month for the Startup Showcase feature in the Pioneer Press.  Recently she connected with presenter Scott Dillon. See interview as seen in the Pioneer Press Startup Showcase on September 23, 2017.

TripAdvisor’s 2014 “TripIndex Cities” puts Minneapolis as the ninth most inexpensive city in the United States to have a night on the town. However, the average cost of two cocktails is still listed at $20. While not prohibitively expensive, $10 cocktails are not a thing that many people can afford to consume on a regular basis.

Scott Dillon was interesting in saving money by making his own cocktails, so he took a cocktail class and learned about shrubs. Shrubs are drink mixers made from apple cider vinegar, fresh fruit, and cane sugar. He was hooked and began making his own shrubs, and The Twisted Shrub was born.

ENTREPRENEUR PROFILE

Name: Scott Dillon
Age: 43
City you live in: Edina
City of birth: Richmond, Va.
High school attended: Midlothian High School, Midlothian, Va.
Colleges attended: University of Virginia, Charlottesville, Va.

COMPANY PROFILE

Name of company: The Twisted Shrub
Website:www.thetwistedshrub.com
Business Start Date: October 2015
Number of Employees: 1, soon to be 5
Number of Customers: 40 retail stores in the Twin Cities area, plus Amazon Prime

 

Q&A

Q. What led to this point?
A. I spent 19 years in sales at General Mills before being let go in the downsizing efforts in 2014. So, with the support of my wife and family, I had the amazing opportunity to have a harmless mid-life crisis before deciding what to do with the rest of my career.

So I dabbled in many different hobbies (took magic lessons from a local magician, ushered for the Twins, passed Level 1 of the Master Sommelier certification process, to name a few) while trying to decide what to do next. One of my goals was to make better cocktails at home. I’ve grown tired of paying $12-$15 for high-end cocktails at bars so we signed up for a cocktail class at Parlour Bar in Minneapolis to learn about how to make better drinks. It was at this class where I first heard of shrubs.

I fell in love on the spot and decided I would never work for a company again. I was going to figure out how to start my own food company. Long story short, we launched The Twisted Shrub at the Linden Hills Farmers Market just 118 days after that fateful cocktail class. We are now on Amazon Prime and in 40+ retail stores across the Twin Cities with plans to accelerate in a significant way over the next six months and beyond.

Q. What is your business?
A. The Twisted Shrub specializes in the hand-crafted production of shrubs, also known as drinking vinegars. Shrubs have been around for centuries as a method to preserve fruit using vinegar and sugar. In the 1700s, the Colonials made shrubs from leftover fruit at the end of the harvest. They used the shrubs to flavor drinks in the winter months for sustenance and to provide people with necessary vitamins and nutrients until the following spring growing season.

We use just three simple, all-natural ingredients to make our shrubs: apple cider vinegar, fresh fruit, and 100 percent cane sugar. That’s it. We take our time, too: every batch of The Twisted Shrub takes two days to craft. Shrubs are drink mixers that create intensely complex, delicious, zing-filled cocktails and sodas without any muddling or infusion. For cocktails, simply add equal parts shrub, spirit, and soda water. For sodas, add three parts sparkling water to 1 part shrub for a refreshing, non-alcoholic quencher.

Q. Where do you go for help when you need it?
A. The Twin Cities is chock full of amazing resources for startups, especially in food and beverage. Notably, AURI (Agricultural Utilization Research Institute) and GrowNorthMN have both been instrumental in helping us understand the resources available and steps to take in order to take an idea and make it into a business.

Q. What is the origin of the business?
A. Simply put, I wanted to make better, more interesting drinks (both alcoholic and non-alcoholic) in the comforts of my own home. Shrubs empower you to do that in just seconds.

Q. What problems does your business solve?
A. The Twisted Shrub provides an easy, fuss-free way to craft exceptionally delicious, complex, zing-filled, better-for-you cocktails and sodas at home at a fraction of the cost….READ FULL ARTICLE

 

You can hear from startups like this one each Wednesday, 9-10 a.m. at the James J. Hill Center during 1 Million Cups St. Paul. The James J. Hill Center is a nonprofit in downtown St. Paul that provides access to business research, educational programming and a place to work. The Hill is open to the public 8AM – 4PM, Monday-Thursday. To keep updated on what startup is presenting next or to apply to present, visit www.JJHill.org.

 

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