ROOT 23
ROOT 23 is a women-owned, bootstrapped Columbus, Ohio LLC founded in 2015 that produces all-natural, small-batch flavor-infused simple syrups and cocktail rimmers, selling via DTC e-commerce, Mable/Faire wholesale, local farmers markets, and customized event/corporate gifting.
- Company typePrivate
- Founded2015
- HeadquartersColumbus, United States
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What ROOT 23 does
ROOT 23 is a privately held, women-owned LLC headquartered in Columbus, Ohio that produces all-natural, small-batch flavor-infused simple syrups and complementary cocktail accessories. Founded in 2015 by Barb and Leah, two Columbus-based mothers, the company began by selling at local stores and farmers markets and has since expanded into a multi-channel CPG brand. Its core product line consists of ten Signature Syrup flavors (including Cucumber Habanero, Pear Rosemary, Yuzu Citrus, Cherry Almond, Grapefruit Basil, Blueberry Mint, Maple Cinnamon, Cranberry Apple Spice, Vanilla Ginger, and Sweet & Salty Citrus), manufactured with organic cane sugar and an all-natural ingredient list, and offered in 118ml, 200ml, and 750ml bottle formats. The portfolio also includes a Sweet & Salty Citrus Cocktail Rimmer, a four-flavor Essential Cocktail Mixer Set bundle, and curated gift sets.
The company monetizes through four primary revenue streams: direct-to-consumer sales via a Shopify e-commerce storefront with nationwide shipping; wholesale distribution through the Mable and Faire marketplaces plus direct wholesale email inquiries; local/regional retail at farmers markets and stores in the Columbus, Ohio area, including direct pickup; and a customized events and corporate gifting vertical (weddings, showers, corporate gifts) managed by co-founder Barb. Pricing is unit-based, typically $7.50-$8.00 per 118ml bottle, with larger 750ml formats and bundled sets at higher price points. Marketing is content-led, anchored by a recipe blog with 40+ cocktail recipes, an Instagram presence (@root23simplesyrups), an email newsletter, and earned media in Cosmopolitan, CNN Underscored, Apartment Therapy, USA Today, Buzzfeed, Columbus CEO, and Midwest Living.
Operationally, ROOT 23 runs with 1-10 employees, is bootstrapped with no disclosed outside funding, and maintains a small Columbus-based footprint (mailing PO Box 14546, with a warehouse/pickup location at 1463 Delashmut Ave., Columbus, OH 43212). There are no patents, no AI/ML capabilities, no mobile apps, and no public revenue disclosures. The company's strategic posture centers on deepening wholesale and event channels, broadening SKU breadth across flavors, sizes, and bundles, and leveraging content and PR to extend brand reach beyond its Columbus origin.
ROOT 23 firmographics
Firmographics- Name
- ROOT 23
- Legal name
- ROOT 23, LLC
- Website
- https://root23.com
- Company type
- Private
- Founded year
- 2015
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- ROOT 23 is a women-owned, bootstrapped Columbus, Ohio LLC founded in 2015 that produces all-natural, small-batch flavor-infused simple syrups and cocktail rimmers, selling via DTC e-commerce, Mable/Faire wholesale, local farmers markets, and customized event/corporate gifting.
- Ownership category
- akta.pro rank
ROOT 23 industry classification
Industry- Product category
- Specialty Beverage Ingredients
- NAICS
- Flavoring Syrup and Concentrate Manufacturing (311930)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases) (AFAFAGAH)
- akta.pro secondary industry
- Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic) (CRADAIAH)
Keywords
Where ROOT 23 is headquartered
LocationHeadquarters
- HQ city
- Columbus
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
ROOT 23 business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Direct E-commerce Sales: Online sales through their Shopify e-commerce platform selling simple syrups in various sizes (118ml, 200ml, 750ml) and gift sets directly to consumers
- Wholesale Distribution: Sales through wholesale platforms Mable and Faire, plus direct wholesale inquiries via email for bulk orders to retailers and businesses
- Local Retail: Sales at local stores and farmers markets in the Columbus, Ohio area since June 2015
- Events & Corporate Gifts: Customized simple syrups for weddings, showers, and corporate events with personalized tags and signature cocktails
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Sweet & Salty Citrus Cocktail Rimmer - 3 oz bottle |
| Unit Pricing | Pay-as-you-go | Cucumber Habanero Simple Syrup - 118ml bottle |
| Unit Pricing | Pay-as-you-go | Essential Cocktail Mixer Set |
| Unit Pricing | Pay-as-you-go | 118ml Bottles |
| Unit Pricing | Pay-as-you-go | 750ml Bottles |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels4 records
ROOT 23 product offering
Product offeringCore offering
ROOT 23 produces and sells all-natural, small-batch flavor-infused simple syrups, cocktail rimmers, and gift sets made with organic cane sugar. The syrups are available in inventive flavor combinations (Cucumber Habanero, Cherry Almond, Grapefruit Basil, Pear Rosemary, Blueberry Mint, Maple Cinnamon, Cranberry Apple Spice, Yuzu Citrus, Vanilla Ginger, and Sweet & Salty Citrus) and in 118ml, 200ml, and 750ml bottle sizes for home bartenders, event favors, and entertaining. The company also offers the Essential Cocktail Mixer Set (a bundle of four best-sellers), curated Gift Sets, and customized syrups for weddings, showers, and corporate events.
Product overview
ROOT 23 is a women-owned business from Columbus, Ohio specializing in all-natural, small-batch flavor-infused simple syrups made with organic cane sugar. The core product line consists of Signature Syrups available in multiple inventive flavor combinations (including Cucumber Habanero, Cherry Almond, Grapefruit Basil, Pear Rosemary, Blueberry Mint, Maple Cinnamon, Cranberry Apple Spice, Yuzu Citrus, Vanilla Ginger, and Sweet & Salty Citrus Cocktail Rimmer). Products are offered in three bottle sizes: 118ml (sample/favor size), 200ml (home use), and 750ml (entertaining size). The portfolio also includes bundled offerings such as the Essential Cocktail Mixer Set (featuring four best-sellers) and Gift Sets. The syrups are designed to help consumers craft cocktails with just a couple additional ingredients.
Differentiator
Problem solved
Functional benefit
Products and services
- Signature Syrups All-natural, small-batch flavor-infused simple syrups made with organic cane sugar. Available in inventive flavor combinations including Cucumber Habanero, Cherry Almond, Grapefruit Basil, Pear Rosemary, Blueberry Mint, Maple Cinnamon, Cranberry Apple Spice, Yuzu Citrus, and Vanilla Ginger. Designed for home bartenders and cocktail enthusiasts seeking ready-to-use, all-natural cocktail mixers.
- Sweet & Salty Citrus Cocktail Rimmer A 3 oz cocktail rimmer combining sea salt, dehydrated citrus zest, raw sugar, and citric acid, designed to complement gin, tequila, and vodka drinks. Priced at $8.00 per bottle.
- Essential Cocktail Mixer Set A curated set of ROOT 23's four best-selling simple syrups, designed for consumers new to the brand or those looking to stock their home bar with a variety of flavor profiles.
- Gift Sets Pre-curated gift collections featuring ROOT 23 simple syrups and cocktail rimmers, suitable for gifting occasions including holidays, housewarmings, and hostess gifts.
- 118ml Bottle Size (Sample / Favor) Sample size 118ml bottles of select signature syrup flavors, designed for gifting, event favors, or easy addition to gift sets. The Cucumber Habanero Simple Syrup 118ml is priced at $7.50 per bottle.
- 200ml Bottle Size (Home Use) 200ml bottles of select signature syrup flavors, positioned as the standard size for mixing drinks at home.
- 750ml Bottle Size (Entertaining) 750ml bottles designed for entertaining and batching cocktails, positioned for hosts preparing multiple drinks at gatherings.
Quantifiable outcome
- Products available at local stores and farmers markets since June 2015
Companies that use ROOT 23
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
ROOT 23 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
ROOT 23 partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered minor.
- MableminorWholesale marketplace platform where ROOT 23 products are available for retail buyers to purchase inventory.
- FaireminorWholesale marketplace platform connecting brands with independent retailers. ROOT 23 products available for wholesale purchase.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
ROOT 23 competitors and assessment
Company assessmentBroad incumbents
- Fever-Tree: Fever-Tree is a leading global premium mixer brand (tonics, gingers, sodas) sold in major retail and on-premise channels. It represents the scaled incumbent ROOT 23 competes against for premium home-bar shelf placement.
Direct peers
- Stirrings: Stirrings is a craft cocktail mixer brand offering simple syrups, bar mixes, and rimmers sold through retail and DTC. It is directly comparable to ROOT 23 in product category (non-alcoholic cocktail mixers and syrups) and target customer (home bartenders and retailers).
- Liber & Co. Liber & Co. produces premium cocktail syrups, including orgeat and grenadine, sold via DTC and select retail. It competes with ROOT 23 in the premium simple syrup and bar accessory segment with a similar gifting angle.
- Portland Syrups: Portland Syrups produces small-batch, all-natural cocktail and mocktail syrups in inventive flavors sold via DTC and retail. It is directly comparable to ROOT 23 in flavor philosophy, packaging, and craft-mixer category.
- Q Mixers: Q Mixers produces premium non-alcoholic cocktail mixers (tonic, ginger, soda) targeted at craft cocktail consumers. While more focused on carbonated mixers, it competes with ROOT 23 for the same premium home-bar shelf space and gifting occasions.
- Top Note Tonics: Top Note is a craft cocktail mixer and syrup producer from Michigan offering small-batch flavor profiles for home bartenders. Comparable to ROOT 23 in product format, regional craft positioning, and gift-set merchandising.
- Small Hand Foods: Small Hand Foods makes small-batch bar syrups, orgeat, and grenadine for craft bartenders and home use. It overlaps with ROOT 23 in simple syrup category, premium packaging, and bar enthusiast target customer.
- Bittermilk: Bittermilk is a small-batch cocktail mixer brand using all-natural ingredients, selling bottled mixers (Old Fashioned, Whiskey Sour, etc.) through DTC and retail. It is comparable to ROOT 23 in ingredient philosophy and craft mixer positioning.
- Jack Rudy Cocktail Co. Jack Rudy is a craft cocktail mixer and tonic brand built around small-batch syrups, mixers, and bar accessories. It overlaps with ROOT 23 on product type, premium positioning, and gift-set retail presence.
Emerging players
- Owls Brew: Owls Brew produces tea-based cocktail mixers and mocktail products with an all-natural positioning, distributed through retail and DTC. Comparable to ROOT 23 in clean-label ingredient story and home bartender / mocktail use cases.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
ROOT 23 social profiles
Digital presenceROOT 23 financial estimates
Financial estimateRevenue estimate
Valuation estimate
ROOT 23 leadership team
Management profileNumber of profiles
Profiles2 records
ROOT 23 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ROOT 23 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about ROOT 23
What does ROOT 23 do?
ROOT 23 produces and sells all-natural, small-batch flavor-infused simple syrups, cocktail rimmers, and gift sets made with organic cane sugar. The syrups are available in inventive flavor combinations (Cucumber Habanero, Cherry Almond, Grapefruit Basil, Pear Rosemary, Blueberry Mint, Maple Cinnamon, Cranberry Apple Spice, Yuzu Citrus, Vanilla Ginger, and Sweet & Salty Citrus) and in 118ml, 200ml, and 750ml bottle sizes for home bartenders, event favors, and entertaining. The company also offers the Essential Cocktail Mixer Set (a bundle of four best-sellers), curated Gift Sets, and customized syrups for weddings, showers, and corporate events.
Is ROOT 23 a public or private company?
ROOT 23 is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was ROOT 23 founded?
ROOT 23 was founded in 2015. It employs 1 to 10 people.
Where is ROOT 23 based?
ROOT 23 is headquartered in Columbus, United States, in the North America region.
How does ROOT 23 make money?
Four revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale Distribution, local Retail and events & Corporate Gifts.
Who are ROOT 23's main competitors?
Fever-Tree is listed as a broad incumbent. Direct peers are Stirrings, Liber & Co., Portland Syrups, Q Mixers, Top Note Tonics, Small Hand Foods, Bittermilk and Jack Rudy Cocktail Co.. Owls Brew is listed as an emerging player.
Does ROOT 23 have an API?
No public API is recorded for ROOT 23.
What industry is ROOT 23 in?
ROOT 23's product category is Specialty Beverage Ingredients. Its primary akta.pro industry code is AFAFAGAH, Cocktail Mixes & Alcoholic Beverage Bases (non-alcoholic mixers, RTD spirit bases), with a secondary code of CRADAIAH, Alcoholic Beverage Mixers & Cocktail Ingredients Brands (Non-alcoholic). Its NAICS code is 311930 and its SIC code is 2080.