SCOTTSDALE, Ariz. — Wild Bill’s Craft Beverage Co. is expanding its presence in the Scottsdale-Phoenix market as entrepreneurs and Army veterans Jadon Barber and Reed Schaaf bring the brand’s craft soda experience to the Valley, pairing event-driven growth with a community-first mindset shaped by their time in uniform.

Barber and Schaaf served together in the Army and built their partnership on shared discipline, trust and follow-through — the same traits they now carry into their day-to-day operations as they establish Wild Bill’s across Arizona through events, private bookings and local relationships.

For Barber, the draw to Wild Bill’s started with the people behind the brand and the culture they experienced firsthand.

“Once we actually met the team, we met [Chief Growth Officer] Michael Russo — they really set the tone for the company, and you can tell it’s a genuine company, too,” Barber said. “It’s a good, genuine company, and they’re the type of people that will help anybody at any time, including their customers, including their loyal fan base. I think that’s why Wild Bill’s is growing so much, because they have such a good, loyal fan base.”

That emphasis on preparation and execution has been central as the pair ramps up in a market where awareness is still building and momentum is won one event at a time. Barber said the operational lift behind major events feels familiar — and that’s intentional.

“It all comes down to the planning, the execution and the communication,” Barber said. “Those are the three very similar things that I believe go hand in hand with the military, and honestly doing a good job on a mission — or any objective — it really comes down to prepping, your communication and all that good stuff.”

Schaaf said his own decision to pursue Wild Bill’s came at a time when he wasn’t looking for a franchise path — he was looking for structure, purpose and a way to build something alongside school and recovery. He found that in the brand’s culture and the way its leadership encouraged him to keep pushing forward.

“To be 100% transparent, I wanted to go to school, and that was going to be at the forefront for me,” Schaaf said. “I really care about school, as the military is taking care of it. I got hurt, and this is additional rehabilitation I’m being offered, and they didn’t bat an eye. They said, ‘No, continue. We believe school is important. We want you to do that. Continue with that and do this.’”

Schaaf said the appeal of Wild Bill’s went beyond product. It was about joining a system that felt aligned with what he valued in the service: transparency, low ego and a team-first culture that doesn’t reduce success to dollars alone.

“I really liked how Wild Bill’s was structured and community-based, and how they are from the top down. There are no real egos. It’s really transparent, and the morals and ethics are good,” Schaaf said. “I realized when I was in the service that actually meant a lot to me — how I identify with individuals and the culture, while also being able to get the job done. It’s not just about making money. It’s forming a culture and a community where people are excited to go and get these Wild Bill mugs and take photos with them. It’s really like a community we help create, and that’s joy to me.”

That community mindset is showing up in how Barber and Schaaf approach growth in the Valley. Early on, that means meeting customers where they already gather — festivals, conventions, local events and private bookings — and using those moments to create repeat customers who follow them from stop to stop.

“We’ve already gone to multiple events,” Schaaf said. “It’s the community we’re building there, and continuing the events. With the owners of the event area grounds, we’re talking to them and giving them mugs, and they’re enjoying the soda all weekend for free. That is the community we’re building — ‘Hey, come back again. We want to see you next month at the next event.’”

As their Arizona footprint develops, Barber and Schaaf see the early stage as a foundation-building period: earn trust, show up consistently, deepen local relationships and turn event traffic into a loyal community that recognizes the brand and follows it.

“People love the community. They love what we have,” Barber said. “It’s about people knowing, ‘Hey, I dropped my cup. I dropped my straw.’ I’m not going to make you buy a new one. Enjoy yourself. I’m not here to get every penny I can out of you.”

To find out more information on costs to buy this franchise, please visit https://1851franchise.com/wild-bills.

About Wild Bill's Craft Beverage Co.

Wild Bill's has been crafting premium, non-alcoholic craft sodas for over 20 years, serving customers at events nationwide. With a focus on creating nostalgia-evoking flavors, Wild Bill's sodas are available online, at local retailers, and at hundreds of events annually.

As a veteran-owned and operated business, Wild Bill's is dedicated to supporting veterans through meaningful employment opportunities and partnerships with veteran-focused nonprofits.