As beverage trends evolve, a new star is lighting up the drink scene: “Dirty soda.” This customizable drink, with its origins in Utah, has gained significant traction over the past decade, buoyed by social media and changing consumer preferences. Let’s explore what dirty soda is and why it’s capturing the attention of many.
What Is Dirty Soda?
The trend centers around well-known sodas like Coke, Dr Pepper, and Mountain Dew, enhanced with flavored syrups, fruit purées, and cream.
“A big part of it is the LDS population,” stated Kelly O’Rourke, marketing director for FiiZ Drinks, a specialty soda chain established in Utah in 2014.
Members of the Church of Jesus Christ of Latter-day Saints traditionally avoid alcohol and coffee, which makes soda a popular alternative.
“It’s their version of a coffee ritual,” O’Rourke noted, comparing the busy soda shops in Utah to the lines seen outside popular coffee chains.
“Dirty sodas” combine traditional soft drinks with flavored syrups, fruit purées and cream for a customizable twist.
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According to O’Rourke, many customers are “soccer moms” who stop by for customized drinks and snacks after school.
Swig, another popular chain in Utah founded in 2010, is known for its role in popularizing dirty soda and currently operates around 140 locations across 16 states.
Nicole Tanner, the founder of Swig, started her venture to offer refreshing beverages with inventive twists using lime, fruit purées, and cream.
The trend has been highlighted on Hulu’s “The Secret Lives of Mormon Wives,” where cast members feature their favorite dirty soda orders.
Customers line up at soda shops in Utah for personalized drinks that some are calling a coffee alternative.
FiiZ, boasting over 65 locations across 10 states, is moving into new markets including the Northeast. Their first store in Connecticut is set to open this March, with plans to expand through franchising.
“We’re a Utah-based company, but we are now expanding into the Southeast and East Coast,” said FiiZ CEO Scott Ball, who joined in 2024 after years in franchising.
Cool Sips, a New York City shop focusing on dirty soda, has also begun opening locations in Manhattan.
On the West Coast, Floso Dirty Soda, a popular soda truck from Salem, Oregon, is transitioning to a brick-and-mortar setting.
According to Ball, the appeal of dirty soda extends beyond novelty.
“Eighty percent of our business is in customized drinks,” he noted, emphasizing that customers enjoy creating their own unique beverages.
One standout concoction is known as the “Very Bad Doctor,” which combines Dr Pepper with vanilla, coconut, raspberry purée, and cream.
The focus on personalized drinks aligns with a larger trend in the food and beverage industry. Gen Z consumers, in particular, are drawn to customizable options that are visually appealing and reflect their specific preferences.
“It’s not a fad. It’s a trend,” said Megan Tallman, vice president of Coca-Cola Freestyle and Foodservice Innovation.
Both Pepsi and Coca-Cola are exploring premium soda “mixology,” adding syrups, fruit, and creamers to traditional soft drinks through various collaborations and pilot initiatives.
FiiZ Drinks, a Utah-based specialty soda chain, is expanding east.
“Alcoholic beverages are actually declining,” Ball remarked, noting the shift towards energy drinks and other nonalcoholic choices.
FiiZ and similar establishments now offer a diverse menu that includes sugar-free syrups, sparkling water bases, energy drinks, lemonades, and other snack items. “We’re really more than just dirty soda,” O’Rourke stated.
David Baulsir, the general manager of the upcoming FiiZ location in Connecticut, shared that introducing dirty soda to East Coast markets involves some educational elements and a touch of nostalgia.
“I tell people it’s a modern take on an old-fashioned soda shop,” said Baulsir, who has experience as a brewery owner.
He reminisced about the soda shops that once flourished on the East Coast, as well as the vibrant old-fashioned soda fountains that faded away in the 1980s and 1990s.
“We’re bringing it back,” he affirmed.
He compares the current enthusiasm for specialty sodas to the excitement previously seen around craft beer.
“Younger customers are seeking something enjoyable and social that isn’t centered around drinking,” he added.
The growing interest in dirty soda comes as overall soda consumption appears to be stabilizing after years of decline, while beverage companies continue to innovate with options ranging from probiotics to sugar-free alternatives.
“Soda has been a staple for ages,” Ball concluded. “We’re just finding new ways to enjoy it.”
Key Takeaways
- Dirty soda combines traditional soft drinks with flavored syrups, fruit purées, and cream.
- Successful brands like FiiZ and Swig are expanding beyond their original markets.
- The trend has gained exposure through social media and entertainment shows.
- Customization is a key selling point for dirty sodas.
- The popularity is fueled by changing consumer preferences, especially among younger generations.
FAQ
What is dirty soda?
Dirty soda is a customizable drink that enhances traditional sodas with flavored syrups, fruit purées, and cream.
Where did dirty soda originate?
Dirty soda originated in Utah, where it has gained a strong following among the local population.
Why is dirty soda popular?
Dirty soda appeals to consumers, particularly younger generations, who favor unique, customizable, and visually appealing drink options that are typically nonalcoholic.
Are there brands known for dirty soda?
Yes, chains like FiiZ and Swig are often credited with popularizing dirty soda and expanding its reach into new markets.
The dirty soda trend captures a growing niche in the beverage market, blending nostalgia with innovation. As it continues to spread, its impact is likely to be felt far beyond its origins.
