As culinary trends continue to evolve, the spotlight has shifted from matcha and mocktails to the exciting world of “dirty soda.” This customizable beverage, which originated in Utah over a decade ago, is rapidly gaining popularity across the nation, driven by social media and a new thirst for unique drink experiences.
The Rise of Dirty Soda
The trend revolves around enhancing well-known sodas like Coke, Dr Pepper, and Mountain Dew with flavored syrups, fruit purées, and cream.
“A significant aspect of dirty soda’s popularity is attributed to the LDS community,” stated Kelly O’Rourke, marketing director for FiiZ Drinks, a specialty soda shop in Utah that opened its doors in 2014.
Members of the Church of Jesus Christ of Latter-day Saints typically abstain from alcohol and coffee, yet they can enjoy soda, making it a popular choice.
O’Rourke likened the busy soda shops in Utah to the bustling lines at Starbucks or Dunkin’, stating, “It’s their version of a coffee ritual.”
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O’Rourke noted that there’s a notable afternoon influx of “soccer moms” arriving in vans with children, eager to grab their customized drinks and snacks.
Another prominent chain, Swig, has earned recognition for popularizing the dirty soda phenomenon. Founded in 2010, Swig has grown to operate around 140 locations across 16 states, as reported by The Wall Street Journal.
Nicole Tanner, the founder of Swig and a Utah mother of five, started the company to offer refreshing beverages with a unique twist by incorporating lime, fruit purées, and cream.
The trend is also showcased in Hulu’s “The Secret Lives of Mormon Wives,” where cast members display their favorite orders. This visibility has contributed to the drink’s expanding reach beyond its Mountain West origins.
With over 65 locations across more than ten states, FiiZ is also pushing into new markets, including the Northeast. Their first Connecticut store is set to debut in March, with plans for further East Coast expansions through franchising.
“We are a Utah-based company, but we’re now expanding into the Southeast and the East Coast,” said FiiZ CEO Scott Ball, who joined the team in 2024 after years in franchising, including with Dunkin’.
Other companies are also tapping into this trend. Cool Sips, a New York City shop dedicated exclusively to dirty soda, has launched several locations in Manhattan, according to BuzzFeed.
To the west, Floso Dirty Soda, a well-known soda truck from Salem, Oregon, which started in 2024, is transitioning into a physical storefront.
According to Ball, the appeal of dirty soda extends beyond mere novelty.
“Eighty percent of our sales come from customized drinks,” he explained. “It’s not just about ordering a Diet Coke. It’s the ability to create your own beverage.”
A favored combination, named the “Very Bad Doctor,” includes Dr Pepper, vanilla, coconut, raspberry purée, and cream.
The focus on personalization aligns with a broader trend in the food and beverage sector. Gen Z consumers, in particular, are drawn to customizable, visually appealing drinks that cater to individual preferences.
“This isn’t a fad; it’s a trend,” remarked Megan Tallman, vice president of Coca-Cola Freestyle and Foodservice Innovation, in a statement to Restaurant Dive last year.
Both Pepsi and Coke have embraced the rise of premium soda “mixology” by incorporating syrups, fruits, and creamers into traditional soft drinks in various restaurant collaborations and pilot initiatives, according to Restaurant Dive.
Another driving force behind the dirty soda trend is that younger generations are consuming less alcohol.
“When you observe alcoholic beverages, their overall consumption is on the decline,” Ball noted, explaining that many consumers are opting for energy drinks and other non-alcoholic alternatives.
FiiZ and similar establishments are also expanding their offerings beyond soda. Their menus often feature sugar-free syrups, sparkling water bases, energy drinks, lemonades, and snack options. “We truly are more than just dirty soda,” O’Rourke affirmed.
As the general manager of the soon-to-open FiiZ location in Connecticut, David Baulsir emphasized that introducing dirty soda to East Coast patrons requires a bit of education and a touch of nostalgia.
“I explain that it’s a modern interpretation of an old-fashioned soda shop,” said Baulsir, a former brewery owner.
He reflected on the once-common soda shops throughout the East Coast, recalling the glory days of soda fountains that faded away in the 1980s and ’90s.
“We’re reviving that experience,” he said.
Baulsir sees a similarity between the excitement around craft beer in previous years and the current buzz surrounding specialty sodas.
“Younger customers seek fun and social experiences that don’t revolve around drinking,” he commented.
The renewed interest in dirty soda comes as overall soda consumption stabilizes after years of decline, with beverage companies experimenting with various options, from probiotic drinks to zero-sugar formulas.
“Soda has been a staple for generations,” Ball remarked. “We’re simply having fun with it.”
Key Takeaways
- Dirty soda is a customizable beverage trend originating in Utah.
- Enhanced with syrups, fruit purées, and cream, it caters to a variety of tastes.
- Local chains like FiiZ and Swig are expanding beyond regional origins.
- Demand for personalized drinks is growing, particularly among younger consumers.
- Dirty soda serves as a non-alcoholic alternative in a shifting beverage landscape.
- The trend reflects a renaissance of interest in traditional soda shop experiences.
FAQ
What is dirty soda?
Dirty soda is a custom drink made by adding flavored syrups, fruit purées, and cream to popular sodas.
Where did the dirty soda trend originate?
The trend began in Utah more than a decade ago and has since spread across the United States.
Are there any notable chains known for dirty soda?
Yes, chains like FiiZ Drinks and Swig have gained popularity for their dirty soda offerings.
Why is dirty soda popular among younger consumers?
Younger consumers are attracted to customizable drinks that are fun, visually appealing, and suitable for non-alcoholic social occasions.
Can I find dirty soda outside of Utah?
Yes, many shops and chains, including those in New York and Connecticut, are now offering dirty soda.
