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Move over, matcha and mocktails. “Dirty soda” is taking center stage.
This sweet, customizable drink trend that originated in Utah over a decade ago continues to gain popularity, driven by social media, reality TV, and a shift in how people in the U.S. are satisfying their thirst, enthusiasts share with Fox News Digital.
The Rise of Dirty Soda
Dirty soda blends beloved soft drinks like Coke, Dr. Pepper, or Mountain Dew with flavored syrups, fruit purées, and cream, creating a unique, customizable beverage experience.
“A significant factor is the LDS population,” explained Kelly O’Rourke, marketing director for FiiZ Drinks, a specialty soda chain in Utah founded in 2014. Members of the Church of Jesus Christ of Latter-day Saints generally refrain from alcohol and coffee, but soda remains an acceptable option.
O’Rourke likened the bustling soda shops in Utah to the lines outside Starbucks or Dunkin’, noting that they have become a form of social ritual.
“Dirty sodas” combine traditional soft drinks with flavored syrups, fruit purées, and cream for a customizable twist. (iStock)
Stores often see a surge of “soccer moms” in the afternoon, eager to pick up customized sodas and snacks for their families.
Another notable chain, Swig, has played a crucial role in the dirty soda phenomenon. Established in 2010, Swig now boasts approximately 140 locations across 16 states, as recently reported by The Wall Street Journal.
Swig’s founder, Nicole Tanner, a mother of five from Utah, started the business to offer a refreshing drink with a twist, introducing lime, fruit purées, and cream.
The trend has gained further attention through Hulu’s “The Secret Lives of Mormon Wives,” where cast members showcase their favorite orders, helping the trend extend beyond its Mountain West origins.
Customers line up at soda shops in Utah for personalized drinks that some are calling a coffee alternative. (FiiZ)
FiiZ, with over 65 locations across more than 10 states, is expanding its reach into new regions, including the Northeast. The company’s first store in Connecticut is set to open in March, with plans for further growth on the East Coast through franchising.
“We are based in Utah, but our growth is moving toward the Southeast and East Coast,” said FiiZ CEO Scott Ball, who joined the company in 2024 after a long career in franchising, including a tenure at Dunkin’.
In New York City, Cool Sips, a shop solely focused on dirty soda, has opened several locations across Manhattan, as reported by BuzzFeed.
In the West, Floso Dirty Soda, a popular soda truck from Salem, Oregon, which began in 2024, is transitioning to a permanent location.
Floso Dirty Soda is a Salem, Oregon-based drink shop known for its dirty sodas. (Abigail Dollins/Statesman Journal/USA TODAY NETWORK)
The increasing appeal of dirty soda goes beyond novelty, according to Ball.
“Eighty percent of our business revolves around customized drinks,” he stated. “Customers come in not just for a Diet Coke but to craft their own beverages.”
One popular creation, the “Very Bad Doctor,” blends Dr. Pepper with vanilla, coconut, raspberry purée, and cream.
The focus on customization aligns with broader consumer trends, particularly among Gen Z, who gravitate towards drinks that are visually appealing and tailored to individual preferences.
“It’s not a fad; it’s a trend,” noted Megan Tallman, vice president of Coca-Cola Freestyle and Foodservice Innovation, in a statement to Restaurant Dive last year.
“Soda’s been around forever. We’re just having fun with it.”
Both Pepsi and Coca-Cola have embraced premium soda “mixology” by infusing syrups, fruit, and creamers into traditional soft drinks through restaurant collaborations and pilot projects, according to Restaurant Dive.
Another factor contributing to the popularity of dirty soda is the trend among younger people to reduce alcohol consumption.
FiiZ Drinks, a Utah-based specialty soda chain, is expanding east. (FiiZ)
“Alcoholic beverage consumption is actually declining,” Ball observed, adding that many consumers are now opting for energy drinks and other nonalcoholic alternatives.
FiiZ and other similar chains have diversified their menus to include more than just soda. Offerings often feature sugar-free syrups, sparkling water, energy drinks, lemonades, and snack choices. “We are truly more than just dirty soda,” O’Rourke emphasized.
David Baulsir, general manager of the upcoming FiiZ location in Connecticut, notes that introducing dirty soda to customers on the East Coast requires some education and a nod to nostalgia.
“I describe it as a modern twist on an old-fashioned soda shop,” said Baulsir, a former brewery owner.
The trend has gained traction among Gen Z and families seeking alcohol-free drink options. (iStock)
Once common throughout the East Coast, soda shops and old-fashioned soda fountains faded in popularity during the 1980s and 1990s. Baulsir is excited to repopularize this tradition.
He sees similarities between the enthusiasm previously surrounding craft beer and the current excitement for specialty sodas.
“Young customers are searching for something enjoyable and social that doesn’t revolve around drinking alcohol,” he remarked.
The resurgence of interest in dirty sodas coincides with signs of stabilization in overall soda consumption after years of decline. Beverage companies are continuously experimenting with various offerings, including probiotic options and zero-sugar drinks.
“Soda’s been a staple for a long time. We’re just finding new ways to enjoy it,” Ball concluded.
Key Takeaways
- The dirty soda trend originated in Utah over a decade ago, featuring customizable blends of popular sodas.
- It caters particularly to the LDS community, who often seek non-alcoholic drink options.
- Major chains like FiiZ and Swig are expanding their reach beyond Utah, introducing dirty sodas to new markets.
- The trend is increasingly popular with Gen Z, reflecting a wider demand for personalized and visually appealing beverage choices.
- Both Pepsi and Coca-Cola are developing new soda mixology styles and premium offerings.
- The trend flourishes amidst a decline in alcohol consumption, appealing to those seeking refreshing, social alternatives.
FAQ
What is dirty soda?
Dirty soda is a customizable beverage that combines soft drinks with flavored syrups, fruit purées, and cream.
Where did dirty soda originate?
The trend began in Utah over ten years ago and has expanded to various states.
Why are people gravitating towards dirty soda?
The appeal lies in its customization options and the demand for non-alcoholic drink alternatives among younger consumers.
Are major beverage companies involved in this trend?
Yes, both Pepsi and Coca-Cola are incorporating premium options and soda mixology into their offerings.
The growth of dirty soda highlights a refreshing shift in beverage culture, combining tradition with modern preferences. This trend continues to evolve as it captures the interest of consumers across the nation.
