Prime Highlights:
- Utah-based chain Swig popularized the “dirty soda” trend, which is now boosting the U.S. soda market and inspiring other brands to follow.
- PepsiCo plans to launch two ready-to-drink dirty soda-inspired beverages next year, following the success of Pepsi Wild Cherry & Cream.
Key Facts:
- Swig has grown to over 140 locations in 16 states and recorded an 8.2% increase in same-store sales this year.
- Dirty sodas are carbonated drinks mixed with flavored syrups, cream, or milk, now available in restaurants, grocery stores, and fast-food chains.
Key Background:
The “dirty soda” trend, started by Utah-based chain Swig in 2010, is giving a boost to the U.S. soda market. Dirty sodas are fizzy drinks mixed with flavored syrups, cream, or milk, and you can now find them in restaurants and grocery stores.
Swig has expanded to a total of more than 140 locations in 16 states and experienced 8.2% growth in sales this year. The company is also credited with the invention of a new form of soda drink, and its popularity is an example to other brands to provide the same drinks. Chains like Taco Bell and McDonald’s, along with newcomers like TGI Fridays, are introducing their own versions of dirty soda, often with limited-time offerings or unique flavors.
“Dirty soda is easier for restaurants to add than customizable coffee drinks,” explained Erica Holland-Toll, culinary director at The Culinary Edge. “It uses ingredients they already have on hand and appeals to consumers seeking a fun, affordable treat.”
The trend is also influencing beverage giants. PepsiCo, for example, recently released Pepsi Wild Cherry & Cream and plans to launch Dirty Dew and Mug Floats Vanilla Howler at the National Association of Convenience Stores trade show in Chicago next year. These drinks let people enjoy soda in both fun and classic ways, similar to root beer floats and traditional soda shops.
Younger and health-conscious consumers tend to like dirty sodas as they contain less caffeine, and they look good and are usually posted on social media. The primary target customer of Swig is women between the ages of 18 and 35 who learned about the trend via TikTok or reality programs.
Overall, dirty soda is helping boost soda consumption after years of decline. Its growing popularity in restaurants, stores, and online shows that Americans are enjoying a playful, affordable alternative to coffee and other caffeinated drinks.
