Shrubbly is a modern take on an ancient tradition, born from the soil of Vermont and the vision of farmer, entrepreneur, and University of Vermont project manager Matt Sayre. It began as a personal mission to create a healthy, sustainable lifestyle for his family and has grown into a thriving brand. Their family business is reintroducing the world to shrub drinks; fruit and vinegar infusions that were once used to preserve seasonal harvests.
Matt Sayre of Shrubbly
Matt Sayre didn’t set out to build a beverage company right away. His journey began during his work at the University of Vermont, where he helped develop programs focused on sustainable food systems. Through his work, he gained a deeper understanding of the gaps in our food economy and the need for entrepreneurs, farmers, and changemakers to step up with innovative, values-driven solutions.
With a desire to raise his growing family in a healthier, more grounded environment, Sayre and his wife moved from Burlington to Hinesburg, Vermont, where they built a green home and began planning a green business to match. Their idea was to build a sustainable venture that would create something of real value, not just for their family, but for their community and the planet.
Shrubs, also known as drinking vinegars, are tangy, fruit-infused beverages made by blending fruit, vinegar, and sugar into a syrup, which can then be mixed with still or sparkling water. They strike a balance between sweet and tart, and were traditionally used to preserve fruit before refrigeration. Today, they’re enjoyed by many for their bold flavor and potential health benefits.
Unlike kombucha, which is fermented, shrubs are typically unfermented and made in small batches. Matt was intrigued by the idea of using vinegar as a healthful base and saw an opportunity to craft a clean, low-sugar, organic beverage that still felt indulgent and satisfying.
To bring his idea to life, Sayre first had to decide what he would grow. Wanting a resilient, climate-smart fruit crop, he came across a joint study from the University of Connecticut and University of Maine that highlighted aronia berries (also known as chokeberries) as a promising, sustainable option. Native to eastern North America, aronia is a genus of deciduous shrubs that thrive in wet woodlands and swamps. The most commonly used species, Aronia melanocarpa, produces berries rich in antioxidants and anthocyanins, ideal for supporting immune health, and reducing inflammation.
After attending a workshop on the crop, Matt took a leap and acquired 325 aronia berry plants from researchers in Connecticut. That single decision laid the foundation for what would become Shrubbly.
Today, Shrubbly is growing in popularity across New England, with customers embracing both the taste and the mission behind the brand. True to Sayre’s roots in education and community-building, Shrubbly remains committed to transparency, sustainability, and wellness in every sip.