223 - Mindy McCord - Stirring Up a Sober Curious, Socially Responsible Business at Siren Shrub Co.
“We're not looking to just go all in and push anybody aside along the way to get to the top.” - Mindy McCord
Healing takes on many forms. While our lists may vary, I’ll wager that not many of us place “business stewardship” in the top ten. The thing is, in a capitalist society, doing business differently just might be the antidote to community disinvestment and unsustainable consumption of people and physical resources. And, since we gotta start somewhere, why not with a little fizzy bevy?
Mindy McCord, one-half of the team (alongside Layne Cozzolino) behind Siren Shrub Co., believes that being the best doesn’t necessarily mean being the biggest. Nor does it mean following a rule book written by those who’ve come before, which, in the alcohol and alcohol-adjacent industries, means mostly male-lead, mainly venture capital-backed brands. “We learned quickly that this is an incredibly male-dominated field,” says Mindy. “There's a lot of lovely men in the field, but [ ] sometimes it's hard to chisel out a place in it. We have to fight for what seems like almost everything that we want to be taken seriously.”
So, if you’re wondering what the heck a shrub is, it’s a 200+ year old form of preservation that’s enjoying a moment of rediscovery as both a cocktail mixer and an alcohol alternative. “It's got a really interesting history, and at its simplest form, it's a tangy, simple syrup that you add to whatever you like to drink,” says Mindy, adding that “because it has vinegar in it, it gives you this really adult, complex, interesting flavor.” Those flavor profiles make Siren Shrub’s five offerings a hit with sober curious and mindful drinking communities. “We’re so lucky to have been connected to these wonderful mentors in the sober community who were like, we don't need you to cater to us; we just wanna be included.”
It’s that last part Mindy and her business partner live out loud: inclusion in all its forms. From engaging with local farm partners (the brand is based in Wisconsin) to being mindful of where they spend their dollars, Mindy says Siren’s guiding principle is community wealth-building rather than scaling for global market dominance. “It's also about perceived value, right? And I think that shift for the majority of people to recognize the things that make their lives vibrant are these little mom-and-pop-type businesses.”
Cheers to that.
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Be Your Own Boss Private Practice Workshop
Thursday, November 9, 2023 9:00am - 4:00pm, and Friday, November 10, 2023, from 9:00am to 4:00pm
DePaul University Loop Campus - DePaul Center 1 E. Jackson Blvd, Chicago, IL 60604
So you want to be your own boss? Many therapists feel pulled by the allure of private practice but have no idea where to begin. Some hang their shingle and wait for the phone to ring only to sit twiddling their thumbs, asking, “Where are the clients?” Facilitated by Sarah Buino, you’ll learn the business 101s including insurance, business structure, and basic financials. You’ll also have the opportunity to create your brand and begin a marketing plan. Cost: 12 CEUs / $199 Nonmember / $159 NASW Member.
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Mindy McCord is the co-founder (alongside Layne Cozzolino) of Siren Shrub Co., a women-owned, values-led beverage company that’s on a mission to create space at the table for everyone, regardless of their drinking preference! Siren Shrub Co crafts tangy apple cider vinegar-based mixers used a splash at a time to create delicious cocktails with or without the addition of alcohol!
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