Miller's Original Lemonade

This is the second article in a Vendor Profile Series intended to share the history and diversity of the Market through the stories of our vendors, as we celebrate our 25th Season. This article is written by journalist Barry Courter. Photo courtesy of Michael Miller, earliest photo of booth.

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By 2001, Michael Miller was already a veteran food and drink vendor with a resume that included setting up shop at Chattanooga events such as Nightfall (he was one of the first vendors at the weekly live music event at Miller Plaza), the Riverbend Festival, Hamilton County Fair, Finley Stadium (including opening day), and just about every festival around the Southeast.

In 2021, he heard about a new event called the Chattanooga Market coming to pavilion next to Finley Stadium that was calling for local produce, art, food and home goods.

“I called (market founder) Nick Jessen and was accepted as a vendor,” Miller said. “That started my 25-year relationship with the Chattanooga Market.”

It has been a successful partnership by any measure as Miller's Original Lemonade was the first Chattanooga Market vendor to top $1 million in sales. When you consider that for many years Miller sold many of his drinks for $3 a piece, it's an impressive milestone.

Over time I developed other flavors, but the strawberry lemonade is still the most popular. Miller's Original Lemonade was born. -- Michael Miller

Miller's original goal was to utilize the various events he frequented as a way to test products, with the ultimate goal of opening his own restaurant. He thought it would be easy to try products out at weekend events, and “If the product was successful: great; if not, then I could try something different another weekend until I came up with another successful item.”

Over the years, he sold hamburgers, hot dogs, Cajun chicken, BBQ, stuffed subs, sausage, popcorn, and pretzels. He also experimented with drinks, including lemonade.

“In the early years (30-plus years ago), I bought a couple of blenders and experimented with different flavors of frozen drinks. By listening to customers and a little mixology, I came up with the recipe for the frozen strawberry lemonade. Over time I developed other flavors, but the strawberry lemonade is still the most popular. Miller's Original Lemonade was born.”

In order to keep his schedule, and coffers, full, he traveled all over the Southeast selling his products and events throughout the fall and spring, primarily selling frozen drinks and fresh squeezed lemonade.

The Chattanooga Market offered more than 30 events a year, in addition to those at Finley Stadium, and Miller was able to reduce the number of out-of-town events he attended.

“Less traveling meant more time with family, more time to create a familiar local brand, and more time for local festivals,” he said.

While it took some time to build not only his own brand, but the market's as well, Miller said both have become the place to be on Sundays for locals and out-of-town visitors.

He now employs several people who man his two booths at the market, where he sells frozen strawberry lemonade, frozen lemonade, and frozen coconut lemonade as regular flavors.

“On themed days, such as Blueberry Festival, we feature blueberry lemonade; Peach Festival, we feature peach lemonade. Peach is always a big hit!"

The different themes on Sundays have given people a unique experience each weekend.

“The Market as an ongoing event has helped me and other vendors build our businesses. It has set the stage for entrepreneurs to try innovative ideas and develop those ideas. It has worked for Miller's Original Lemonade.

“As the Chattanooga Market has grown, I have watched friends and families enjoy the market experience including our lemonade, and now those people are bringing their friends and children to our lemonade stand. They have become our Sunday "regulars" and our friends.

“We have had many great years at the Chattanooga Market filled with friendships and memories, along with the opportunity to work with our own family, our fabulous lemonade staff, our customers, the awesome Chattanooga Market staff and our fellow vendors.

"When life gives you lemons, you open a lemonade stand. I would have never thought that I would end up selling lemonade for a living. Thanks for 25 years!"