Wild Bill’s Craft Beverage Co. has been turning fairs, festivals and fan conventions into high-throughput, owner-led businesses since 2002. The promise is simple: guests buy a stainless-steel mug, enjoy unlimited refills of small-batch craft sodas and take home a keepsake they’ll use again. If you’re weighing franchise options, here are 10 reasons Wild Bill’s stands out — backed by the people running the system.
The wagon, the taps and the gleaming mugs make the value proposition easy to see in a crowded venue. As Chief Growth Officer Michael Russo said, “For those who don’t know, we have a big Wild West mobile soda saloon that we bring to fairs, festivals, conventions — and we do an unlimited soda offering at live events. You buy one of these big, beautiful mugs and get unlimited craft soda.”
With nostalgic flavors like Root Beer, Vanilla Cream and Birch Beer alongside seasonal favorites such as Rocket Pop or Pumpkin Spice, the concept attracts crowds of all ages and creates steady throughput.
Wild Bill’s has been in the field for over two decades, refining its model and equipment every step of the way. Mike Quilty, CEO, described it as “the 23-year overnight success,” adding that “We’re on our fifth version of a stand and have our sixth one in development.” That kind of longevity and iteration means today’s franchisees work with equipment designed for fast setup, efficient service and minimal breakdowns. The system already supports more than 50 wagons, with another 10 currently in development.
Success at events depends on getting booked, and Wild Bill’s has already built relationships to make that possible. Russo said the team works with “almost 100 convention centers and expo centers and arenas across the country.” Those ties, paired with two decades of presence across everything from Comic-Con to local street fairs, give new franchisees an immediate leg up in filling their calendars. Priority markets include Salt Lake City, Denver, San Jose, Portland, West Virginia, Pennsylvania, Wisconsin, Alabama and Calgary/Edmonton in Canada.
Wild Bill’s is proudly veteran-owned and deliberate about helping other veterans transition into entrepreneurship. Quilty said, “I’ve just been really focused on this — finding, training, hiring, engaging veterans and turning them into successful entrepreneurs.” Early hires from a retreat for returning service members eventually became franchisees themselves. That mission-driven ethos shows up in the professionalism of the crews, the respect for event partners and the loyalty of guests who appreciate the story behind the mug.
The company is intentional about not outgrowing its ability to provide real support. “We’re very focused on making sure that folks are successful,” Quilty said. “Right now we have 15 franchisees, and we’re in the process of doubling that over the next year … continuing to add franchisees, continuing to grow geographically.” Instead of chasing numbers, the brand aims to add around 15 new franchises annually, aligned with its internal capacity and the quality of candidates.
When COVID-19 shut down live events, Wild Bill’s helped every operator in the system survive. “We’re really proud that all of our franchisees made it through COVID,” Quilty said, “an event business where our revenue went to zero and we were able to get everybody through that.” That resilience reflects a brand willing to stand shoulder to shoulder with its operators in the hardest conditions. Today, indoor events and convention-center ties help balance seasonality and hedge against similar shocks.
This is a hands-on business for people who like logistics, crowds and leading small crews. “It’s really a weekend warrior type of job,” Russo said. “It’s very much an owner-operator concept.”
From there, owners can grow by adding wagons and teams. Quilty explained the challenge clearly: “If you’ve got three stands and you’re going out with one stand, you have to hire and train people to operate those other two stands … People, people, people is the hard part.”
The brand’s reach goes far beyond mainstream festivals. “It’s amazing with 23 years of history, what’s become of Wild Bill’s,” Russo said. “You’d be amazed — Renaissance fairs, regatas, pickle festivals, things you’ve never heard of.” That depth gives franchisees more ways to build a full season of events, and the collectible mugs keep fans coming back — many arrive at new events carrying mugs from previous shows.
Cans of Wild Bill’s craft soda are on shelves and online, creating awareness that often drives people to the wagons. Quilty recalled a franchise prospect who said, “‘Oh, I buy your soda … I scanned the QR code (on the can) and I saw it on your website.’” That kind of omnichannel connection turns retail shoppers into event customers — and sometimes into franchise candidates. The brand services almost 500 events a year, so shelf recognition converts into lines and repeat visits when those customers encounter the wagon.
At events where customers expect to be overcharged, Wild Bill’s flips the script with a model that feels generous. “Everybody’s your competition,” Quilt said. “You have to position yourself in all these ways to produce outsized value.” With unlimited refills, small-batch flavors and mugs that double as souvenirs, guests feel like they’ve gotten more than their money’s worth. That sense of value, reinforced by friendly service, makes the wagon a ritual stop at every fair and con.
A Wild Bill’s franchise costs between $155,800 and $214,700, with a $40,000 franchise fee for a territory of 2 million people. Most markets run heavy from spring through fall, with indoor events helping smooth out winter months, and new owners receive training at headquarters in Allentown, PA or on-site, followed by corporate support at their first event.
But investing in Wild Bill’s Craft Beverage Co. means more than serving sodas — it’s about stepping into a proven system with a loyal following, a purpose-driven culture and a model that keeps drawing crowds year after year. With two decades of brand equity, veteran-led leadership and a disciplined approach to growth, Wild Bill’s offers entrepreneurs the chance to own a business that’s both profitable and meaningful. For those who thrive in high-energy environments and want a franchise that blends community, culture and commerce, the opportunity to join Wild Bill’s is as refreshing as the first sip from one of its iconic mugs.
To find out more information on costs to buy this franchise, please visit https://drinkwildbills.com/pages/franchise-opportunity.
Wild Bill's Craft Beverage Company
SPONSORED
Wild Bill’s blends craft soda, collectible mugs and a veteran-led mission into a proven event-first franchise with two decades of growth and resilience.
Wild Bill’s Craft Beverage Co. has been turning fairs, festivals and fan conventions into high-throughput, owner-led businesses since 2002. The promise is simple: guests buy a stainless-steel mug, enjoy unlimited refills of small-batch craft sodas and take home a keepsake they’ll use again. If you’re weighing franchise options, here are 10 reasons Wild Bill’s stands out — backed by the people running the system.
The wagon, the taps and the gleaming mugs make the value proposition easy to see in a crowded venue. As Chief Growth Officer Michael Russo said, “For those who don’t know, we have a big Wild West mobile soda saloon that we bring to fairs, festivals, conventions — and we do an unlimited soda offering at live events. You buy one of these big, beautiful mugs and get unlimited craft soda.”
With nostalgic flavors like Root Beer, Vanilla Cream and Birch Beer alongside seasonal favorites such as Rocket Pop or Pumpkin Spice, the concept attracts crowds of all ages and creates steady throughput.
Wild Bill’s has been in the field for over two decades, refining its model and equipment every step of the way. Mike Quilty, CEO, described it as “the 23-year overnight success,” adding that “We’re on our fifth version of a stand and have our sixth one in development.” That kind of longevity and iteration means today’s franchisees work with equipment designed for fast setup, efficient service and minimal breakdowns. The system already supports more than 50 wagons, with another 10 currently in development.
Success at events depends on getting booked, and Wild Bill’s has already built relationships to make that possible. Russo said the team works with “almost 100 convention centers and expo centers and arenas across the country.” Those ties, paired with two decades of presence across everything from Comic-Con to local street fairs, give new franchisees an immediate leg up in filling their calendars. Priority markets include Salt Lake City, Denver, San Jose, Portland, West Virginia, Pennsylvania, Wisconsin, Alabama and Calgary/Edmonton in Canada.
Wild Bill’s is proudly veteran-owned and deliberate about helping other veterans transition into entrepreneurship. Quilty said, “I’ve just been really focused on this — finding, training, hiring, engaging veterans and turning them into successful entrepreneurs.” Early hires from a retreat for returning service members eventually became franchisees themselves. That mission-driven ethos shows up in the professionalism of the crews, the respect for event partners and the loyalty of guests who appreciate the story behind the mug.
The company is intentional about not outgrowing its ability to provide real support. “We’re very focused on making sure that folks are successful,” Quilty said. “Right now we have 15 franchisees, and we’re in the process of doubling that over the next year … continuing to add franchisees, continuing to grow geographically.” Instead of chasing numbers, the brand aims to add around 15 new franchises annually, aligned with its internal capacity and the quality of candidates.
When COVID-19 shut down live events, Wild Bill’s helped every operator in the system survive. “We’re really proud that all of our franchisees made it through COVID,” Quilty said, “an event business where our revenue went to zero and we were able to get everybody through that.” That resilience reflects a brand willing to stand shoulder to shoulder with its operators in the hardest conditions. Today, indoor events and convention-center ties help balance seasonality and hedge against similar shocks.
This is a hands-on business for people who like logistics, crowds and leading small crews. “It’s really a weekend warrior type of job,” Russo said. “It’s very much an owner-operator concept.”
From there, owners can grow by adding wagons and teams. Quilty explained the challenge clearly: “If you’ve got three stands and you’re going out with one stand, you have to hire and train people to operate those other two stands … People, people, people is the hard part.”
The brand’s reach goes far beyond mainstream festivals. “It’s amazing with 23 years of history, what’s become of Wild Bill’s,” Russo said. “You’d be amazed — Renaissance fairs, regatas, pickle festivals, things you’ve never heard of.” That depth gives franchisees more ways to build a full season of events, and the collectible mugs keep fans coming back — many arrive at new events carrying mugs from previous shows.
Cans of Wild Bill’s craft soda are on shelves and online, creating awareness that often drives people to the wagons. Quilty recalled a franchise prospect who said, “‘Oh, I buy your soda … I scanned the QR code (on the can) and I saw it on your website.’” That kind of omnichannel connection turns retail shoppers into event customers — and sometimes into franchise candidates. The brand services almost 500 events a year, so shelf recognition converts into lines and repeat visits when those customers encounter the wagon.
At events where customers expect to be overcharged, Wild Bill’s flips the script with a model that feels generous. “Everybody’s your competition,” Quilt said. “You have to position yourself in all these ways to produce outsized value.” With unlimited refills, small-batch flavors and mugs that double as souvenirs, guests feel like they’ve gotten more than their money’s worth. That sense of value, reinforced by friendly service, makes the wagon a ritual stop at every fair and con.
A Wild Bill’s franchise costs between $155,800 and $214,700, with a $40,000 franchise fee for a territory of 2 million people. Most markets run heavy from spring through fall, with indoor events helping smooth out winter months, and new owners receive training at headquarters in Allentown, PA or on-site, followed by corporate support at their first event.
But investing in Wild Bill’s Craft Beverage Co. means more than serving sodas — it’s about stepping into a proven system with a loyal following, a purpose-driven culture and a model that keeps drawing crowds year after year. With two decades of brand equity, veteran-led leadership and a disciplined approach to growth, Wild Bill’s offers entrepreneurs the chance to own a business that’s both profitable and meaningful. For those who thrive in high-energy environments and want a franchise that blends community, culture and commerce, the opportunity to join Wild Bill’s is as refreshing as the first sip from one of its iconic mugs.
To find out more information on costs to buy this franchise, please visit https://drinkwildbills.com/pages/franchise-opportunity.
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