As the beverage landscape continues to evolve, a new contender has emerged: “dirty soda.” Originally hailing from Utah, this sweet and customizable drink trend has found its way into popular culture, driven by social media influence and changing consumer preferences. With its unique mix of flavors and ingredients, dirty soda is captivating a wide audience eager for a refreshing twist on traditional beverages.
Dirty Soda’s Rise to Fame
The trend takes popular sodas, such as Coke, Dr Pepper, and Mountain Dew, and elevates them with flavored syrups, fruit purées, and cream.
“A major part of it is the LDS population,” explained Kelly O’Rourke, marketing director for FiiZ Drinks, a specialty soda shop in Utah established in 2014.
Members of the Church of Jesus Christ of Latter-day Saints abstain from alcohol and coffee, making soda a permissible choice.
“It’s their version of a coffee ritual,” O’Rourke remarked, drawing parallels between the bustling lines at Utah soda shops and those outside Starbucks or Dunkin’.
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According to O’Rourke, there’s a notable afternoon surge of “soccer moms” arriving in minivans, eager to grab customized sodas along with snacks for their children.
Another influential player, the Utah-based chain Swig, has been pivotal in popularizing dirty soda. Founded in 2010, it now boasts approximately 140 locations across 16 states, as recently reported by The Wall Street Journal.
Swig’s founder, Nicole Tanner, started the company to offer refreshingly unique beverages infused with lime, fruit purées, and cream for a delightful twist.
This trend has also gained visibility through programs like Hulu’s “The Secret Lives of Mormon Wives,” where cast members showcase their favorite orders.
The increased attention has propelled the trend beyond its Mountain West origins.
FiiZ, with over 65 locations in various states, is expanding its reach, with a new store set to open in Connecticut in March. The company has ambitious plans for further growth on the East Coast through franchising.
“We are a Utah-based company, but our growth is now moving out to the Southeast and into the East Coast,” stated FiiZ CEO Scott Ball, who joined in 2024 with extensive experience in franchising, including at Dunkin’.
They aren’t the only ones heading east. New York City’s Cool Sips, a shop dedicated entirely to dirty soda, has launched several locations across Manhattan, according to BuzzFeed.
Further west, Floso Dirty Soda, a well-received soda truck from Salem, Oregon, founded in 2024, is transitioning to a brick-and-mortar establishment.
Ball shared that the allure of dirty soda extends beyond novelty.
“Eighty percent of our business is customized drinks,” he mentioned. “It’s not just about coming in for a Diet Coke. It’s about creating your own drink.”
One popular creation, dubbed “Very Bad Doctor,” includes Dr Pepper combined with vanilla, coconut, raspberry purée, and cream.
This focus on personalization aligns with a broader trend within the food and beverage industry. Particularly among Gen Z consumers, there’s a noticeable shift toward customizable, visually appealing beverages that cater to individual preferences.
“It’s not a fad. It’s a trend,” said Megan Tallman, vice president of Coca-Cola Freestyle and Foodservice Innovation, as noted in an interview with Restaurant Dive last year.
Both Pepsi and Coke have embraced premium soda “mixology,” incorporating syrups, fruits, and creamers into their traditional soft drinks through partnerships and pilot programs, as reported by Restaurant Dive.
The decline in alcohol consumption among young people is also contributing to the rise of dirty soda.
“If you look at alcoholic beverages, they’re actually on the decline,” Ball observed, highlighting a shift in many consumers toward energy drinks and other nonalcoholic options.
FiiZ and similar chains now offer a more extensive menu beyond soda, including sugar-free syrups, sparkling water bases, energy drinks, lemonades, and snacks. “We truly are more than just dirty soda,” O’Rourke remarked.
David Baulsir, the general manager of the upcoming FiiZ location in Connecticut, emphasizes the need for education and nostalgia in introducing dirty soda to East Coast customers.
“I tell people it’s a modern take on an old-fashioned soda shop,” Baulsir said, drawing on his background as a former brewery owner.
He reminisced about the soda shops of the past that were once ubiquitous on the East Coast, recalling the decline of old-fashioned soda fountains during the 1980s and ’90s.
“We’re bringing it back,” he stated.
Baulsir noted that the excitement surrounding specialty sodas resembles the buzz that previously surrounded craft beer.
“Younger consumers are seeking something enjoyable and social that doesn’t revolve around drinking,” he added.
The growing interest comes as soda consumption appears to be stabilizing after years of decline, with beverage companies continuously experimenting with alternatives from probiotic options to zero-sugar formulations.
“Soda’s been around forever,” Ball remarked. “We’re just having fun with it.”
Key Takeaways
- Dirty soda is a customizable beverage trend originating from Utah.
- Popular sodas are enhanced with syrups, fruit purées, and cream.
- The trend has gained traction beyond its initial region due to social media and television exposure.
- Customization is a key aspect, with many consumers keen on creating personalized drinks.
- Younger demographics are gravitating towards nonalcoholic options, contributing to the trend’s popularity.
- Businesses are expanding through franchises to meet growing demand in new locations.
FAQ
What is dirty soda?
Dirty soda is a creative drink trend that involves enhancing popular sodas with flavored syrups, fruit purées, and cream.
Where did the trend originate?
The trend began in Utah over a decade ago and has since spread to various regions across the United States.
Are there health concerns with dirty soda?
As with many sugary beverages, moderation is recommended. The focus is mainly on flavor and personalization rather than health benefits.
Can I find dirty soda outside Utah?
Yes, chains like FiiZ and Swig are opening locations in multiple states, including on the East Coast and New York City.
