Some small businesses are built to fill a need, and others are born from pure passion. Critical Hit Soda is both. Created by Beau and Alia Sampson, this family-run soda truck travels to gaming conventions and events across the country, serving up craft sodas with a fantasy twist. From the moment you roll a d20 at their counter to the first sip of a one-of-a-kind flavor, every detail is designed to spark connection, joy, and a sense of adventure. Now, with a new Kickstarter campaign, they are inviting fans to help bring their magical drinks to more people than ever before. Keep reading to learn more! UMLF: Tell our readers about yourselves:
UMLF: How did Critical Hit Soda get started and how did you land on the idea of combining gaming culture with craft soda?  Two con goers pointing out their favorite drinks Critical Hit: "It all started at Gen Con. We were soaking in the amazing food, drinks, and atmosphere when we suddenly saw a path forward…a way to belong in the world we already loved. What better excuse to visit our favorite conventions every year? As lifelong nerds, the fantasy theme was immediate. We literally blurted out the name Critical Hit Soda at the same time, and from there it snowballed: a dragon logo, a few drink names inspired by our favorite game… and before we knew it, we were driving from Utah to Tennessee to buy our first soda truck. We realized soda was the perfect medium for storytelling with friends and family. It’s already a staple at the gaming table…so why not make it magical?" UMLF: You take your soda truck to gaming conventions and events. What do you love most about connecting with people in person? And why choose a truck vs a traditional storefront?  A happy Gen Con attendee with her fave drink Critical Hit: "There’s nothing like the moment a customer steps up, rolls a d20 at our counter, and lands a critical hit for a discount. Everyone around them cheers…it’s pure joy and shared camaraderie. That sense of connection is what we love most. The truck gives us the freedom to go where the magic is already happening. We meet people in the heart of their favorite fandoms, creating an immersive and interactive experience that feels more like a quest than a transaction. A storefront would keep us in one place, but a truck? That’s an adventure waiting to happen. The demand to bring Critical Hit Soda beyond conventions has grown faster than we ever imagined. As a single family with one truck, we just can’t be everywhere at once—but people keep asking, “How can I get this in my hometown?". Critical Hit Launches Kickstarter Campaign
UMLF: You recently launched a Kickstarter for your Fantasy Soda line. What made you decide to go this route? Critical Hit: "Our Kickstarter gave us the perfect way to launch nationally while staying true to our roots and supporting things in the gaming community we believe in. It allows us to bring our community into a big, magical moment and offer exclusive perks to the people who’ve supported us from the beginning, while still taking care of the people who may not have the ability to enjoy the conventions with us. As a family of 6 with a small business, it was important for us to include the whole community to the best of our ability." UMLF: How do you choose the artists and stories that go on each can? What does the creative process look like from concept to finished product? Critical Hit: "Every soda we create is treated like a magic item…it should feel like something you’d discover in a game world, not just a drink on a shelf. We start with a flavor concept, then craft a backstory around it, making sure it fits seamlessly into our fantasy universe. When it comes to choosing the artists, we’re incredibly intentional. Each one brings their own magic to the project. Mark Poole is a legendary name in fantasy illustration, known for his work on Magic: The Gathering and Dungeons & Dragons. Getting to know Mark was such a joy…he made the whole process feel like a few friends just sitting around and dreaming something up together. His classic, storytelling-driven style gave our Mimic flavor exactly the presence we were hoping for.  Steve Argyle is a longtime friend of Critical Hit Soda. He and his wife order from us at conventions regularly. Even though he was fully booked for the year, he made an exception for us to illustrate the Owlbear can. His dynamic, high-energy style brings the creature to life in a way only Steve can. And then there’s Kaitlund Zupanic, a local Utah artist whose breathtaking dragons completely won us over. Her gallery, Drawn to Dragons, is located in Provo, and her ability to infuse emotion, grace, and power into her fantasy creatures made her a perfect fit for our Silver Dragon flavor. It’s a collaborative process from start to finish, and by the time a can is complete, it’s not just a drink…it’s a collectible artifact from another world." UMLF: What are some of the highlights of the campaign that you're especially excited about? Critical Hit: "Honestly, the best part has been seeing the community show up for this. Inside the campaign itself, we’re thrilled about the Epic Level Adventures we get to offer…once-in-a-lifetime experiences with legends in the community. A luxury cruise with Tracy and Laura Hickman, the creators of Ravenloft, was something people were buzzing about even before the launch. Finally, being able to offer our sodas and the full experience outside the convention is amazing, but we’ve also packed the campaign with exclusive enamel pins themed like D&D magic items that actually have game mechanics at our truck, collector’s bundles for art lovers who want to support real artists, and so much more. It’s all so much fun, because we’re building a world, not just a product." UMLF: How is the Kickstarter helping you grow or evolve the business in new ways? Critical Hit: "It’s opening the door to getting our drinks into the hands of gamers long after the convention ends, and into places we simply can’t be in person. It’s also leveling up the truck experience with the introduction of our enamel pins. We’ve lost count of how many times people have joked about stat bonuses when rolling for a discount… so now, that’s becoming a reality. Ultimately, this Kickstarter is just the start. It’s the foundation for even bigger, better things we can bring to our community in the future." UMLF: What kind of support have you seen from your customers and community during the campaign?  Long lines of fans waiting for their perfect drink Critical Hit: "It’s been overwhelming in the best way. Our regulars from cons and new people we’ve never met before are sharing the campaign, backing at high levels, and even sending encouraging messages. People want this and want to support us and our shared vision. It’s not just about soda…it’s about nostalgia, beauty, creativity, connection, and things we stand for. We’re deeply grateful." UMLF: Where can people find your sodas after the campaign wraps up? Critical Hit: "Kickstarter backers will be the first to receive their fantasy sodas. After that, our goal is to support other small businesses, starting with local game stores, and make our epic cans available in gaming community hubs everywhere. And of course, we’ll keep touring with the truck…because rolling a d20 for a soda will always be worth it and we love it." UMLF: What advice would you give to someone thinking about launching their own creative business?  Critical Hit: "Start with what makes you light up. Then, build systems around that joy. Creative businesses thrive when they’re rooted in authenticity and community. Also…ask for help. Surround yourself with good people and be happy there are others that know more than you do. Use your local resources (like the Utah Microloan Fund!), collaborate with others, and don’t be afraid to take risks. Every great campaign starts with a first step and a few bumps along the way. It’s a living, breathing thing and you have to be willing to adapt. It is the most stressful, most exhausting and most rewarding work you will do and you will come out with the most amazing experiences and amazing new friendships because of it." UMLF: How has the Utah Microloan Fund helped you? Critical Hit: "The Utah Microloan Fund has been an incredible resource for us, not just financially, but in helping us think strategically about growth. Their support gave us the breathing room to take big steps forward with confidence, including investing in our truck and bringing our vision to more events. They understand what it’s like to be a small, creative business and have been cheering us on every step of the way. Having that kind of partnership means the world to us." Stay in Touch Stay in touch with Critical Hit Soda for events, updates on their Kickstarter Campaign, drink ideas, and more!
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