ID Soda

“Id is the impulsive, child-like portion of the psyche that operates on the ‘pleasure principle’ and only takes into account what it wants and disregards all consequences” and so was the creation of Id Soda- a new Austin company brewed and run by Mark and Kelly Tovar.

I first met Mark at my then boyfriend, now husband’s bachelor pad apartment-he was my husband’s down-the-hall neighbor.  Always super friendly and laid back, he had a wonderful hobby of brewing his own beer. There were many times he would knock on my husband’s door with beautiful bounty of freshly tapped beer in hand. Ben, my husband, fondly recounts a couple of times he would catch Mark starting the brewing process down by the pool, “because there was more room.”

Eventually, Ben moved away and inevitably we lost touch. But, lucky for me, I ran into Mark at Epoch a couple of months back where he told me that he and his wife, Kelly, had started brewing and selling sodas; they had started their own company called Id Soda. The perfect name for their ‘pleasure principle’ soda flavors (Peach Envy, Narcicitric to name a few). And, again, lucky for me, Mark and Kelly agreed to sit down with me last week to talk about their up-and-coming company.

“We started brewing soda about 2 years ago,”when Epoch was getting ready to dispose of an empty keggerator. “At that point I was already brewing beer and wanted to try soda, so I took the keggerator off of Epoch’s hands.” After his inaugural brew of Blueberry Fixation, he was hooked by the curiosity of creating flavors and began brewing soda in addition to his beer.

It was this past summer, after Kelly wrote her recipe for Peaches Envy (squeezed peaches, lavender and mate carbonated) that their soda making turned into a full hands on deck operation. “I realized it could be something real!”she said. Since then the Tovar’s have been working on building their business and gaining momentum with their sodas on tap (currently at Epoch and soon to be available at The Whip In).

The marriage of Mark and Kelly’s curiosity and use of mainly local, in season ingredients inspire the birth of their self described, “complicated” concoctions. Their most recent, Naricicitric (salted grapefruit with carbonation) is their favorite to date, “I drank 3 pints the other morning, it was so good!” explained Kelly.

In about 3 months from now, they will begin bottling their drinks. (Put’s a whole ‘nother level of Id and word play in there, huh?) So be on the watch out at your local retailers! Id is growing, but, “we want to keep Id in Austin,” says Kelly. “I’m not a fan of machinery,” interjected Mark. “I want to keep growing, but I don’t want to grow so much that we have to use machinery. We do not want to compromise the quality of our product.”

Their uncompromising quality and local flare make me love Mark and Kelly Tovar even more.

This Thursday, October 27th, Id Soda will be one of the sponsors participating in Ten Thousand Villages, One Reason Why event. The events proceeds will benefit Ten Thousand Villages of Austin and the Artisan Special Needs Fund. So do good your Id a flavor – go, drink Id and support a great cause.

“And now… for something completely different. “5 things you didn’t know about Mark and Kelly Tovar.

Mark:
1. When was your first kiss?                         10
2. What you wanted to be when you grew up?      work 1 month out of the year
3. If you could live a day in someone’s shoes, whose shoes would they be?      Jack Burton    
4. You are stranded on a desert island and somehow had the opportunity to grab three things. What are they?      Pecan Street Rum, Kasi (my beagle), record player
5. And finally, the most important question. Multiple choice:
→   a. Guns N Roses, or
b. Motley Cru

Kelly:
1. When was your first kiss?                         12                                   
2. What you wanted to be when you grew up?                                actress                     
3. If you could live a day in someone’s shoes, whose shoes would they be?               Tori Amos    
4. You are stranded on a desert island and somehow had the opportunity to grab three things. What are they?                        water, cell phone, tiki torches                                                  
5. And finally, the most important question. Multiple choice:
→   a. Guns N Roses, or
b. Motley Cru

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2 comments

  1. Pingback: DIR Wednesday – Epoch Coffee and id Sodas | Rollerfeet Soda

  2. Pingback: Funkytonk Farmers' Market | Do512 Family

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