The Rise of “Dirty Soda”: A Trend Transforming the Beverage Landscape

In recent years, a unique beverage trend known as “dirty soda” has emerged, captivating consumers and reshaping the soft drink market. Originating from the Utah-based drink chain Swig in 2010, this innovative concoction combines soda with flavored syrups, cream, and other ingredients, creating a refreshing and customizable drink experience. As the trend gains momentum, major players like PepsiCo and McDonald’s are jumping on the bandwagon, breathing new life into a category that has seen declining consumption for over a decade.

What is Dirty Soda?

Dirty soda is a playful term for a drink that typically starts with a base of carbonated soda, enhanced by flavored syrups and cream. While Swig holds the trademark for the term, the concept has spread rapidly, fueled by social media platforms like TikTok and popular culture references, including the reality TV show “The Secret Lives of Mormon Wives.” This exposure has allowed the trend to flourish beyond Swig’s original locations, making dirty soda accessible in grocery stores and fast-food chains across the United States.

PepsiCo’s Bold Move

In a significant development, PepsiCo is set to unveil two ready-to-drink dirty soda-inspired beverages at the National Association of Convenience Stores trade show in Chicago. The new offerings, named Dirty Dew and Mug Floats Vanilla Howler, follow the successful launch of Pepsi Wild Cherry & Cream earlier this year. Mark Kirkham, Chief Marketing Officer of Pepsi Beverages North America, expressed enthusiasm for the trend, likening it to nostalgic favorites like root beer floats. “I think it’s a great opportunity for people to experience soda in a new way – and in some ways, an old way,” he stated in an interview with CNBC.

Expanding the Market

The dirty soda phenomenon is not limited to PepsiCo. According to Datassential, the number of U.S. eateries offering carbonated soft drinks with cream or milk has increased from 1.5% a decade ago to 2.7% today. This surge in interest has prompted various restaurants to experiment with dirty soda. TGI Fridays recently introduced a limited-time dirty soda menu item that can be spiked with alcohol, while McDonald’s is testing flavored sodas like “Sprite Lunar Splash” at over 500 locations. Taco Bell has also joined the trend, offering limited-time items such as a dirty Mountain Dew Baja Blast.

Swig: The Pioneer of Dirty Soda

Swig has experienced remarkable growth, expanding to over 140 locations across 16 states. The company reported an 8.2% increase in same-store sales this year, a testament to the rising popularity of dirty soda. In 2022, the Larry H. Miller Company, an investment firm founded by the former owner of the Utah Jazz, acquired a majority stake in Swig, further solidifying its position in the market.

CEO Alex Dunn believes that Swig is revolutionizing the soda industry in a manner similar to how Starbucks transformed coffee culture. “It’s kind of flattering that we created a category that now everybody is copying,” Dunn remarked, highlighting the trend’s broad appeal and the influx of competitors like Sodalicious and Fiiz.

The Appeal of Customization

One of the key factors driving the popularity of dirty soda is its customizable nature. Restaurants can easily incorporate dirty soda into their menus by leveraging existing soda machines and adding simple ingredients like cream. Erica Holland-Toll, culinary director at The Culinary Edge, noted that this simplicity makes dirty soda an attractive option for restaurants looking to innovate without overhauling their beverage offerings.

Moreover, dirty soda’s lower caffeine content compared to coffee makes it a more accessible choice for consumers. The vibrant colors and unique flavors of dirty sodas have also contributed to their appeal, particularly among younger demographics who are often introduced to the trend through social media.

A Shift in Beverage Consumption

The rise of dirty soda comes at a time when traditional soda consumption in the U.S. has been on a decline for nearly two decades. According to Beverage Marketing, soda consumption peaked in 2004 at 15.3 billion gallons but is projected to drop to 11.87 billion gallons by 2024. However, recent trends indicate a potential turnaround, with consumption expected to reach 11.88 billion gallons by 2025, thanks in part to the popularity of dirty soda and other innovative beverage options.

As health concerns grow and consumers seek alternatives to sugary drinks, dirty soda offers a fun and affordable treat. Sally Lyons Watt, chief advisor of consumer goods and foodservice insights for Circana, emphasized that dirty soda provides a delightful experience without the hefty price tag associated with dining out. “It’s something that people can walk away saying, ‘Wow, that was yummy,'” she noted.

Attracting a New Generation

Dirty soda has also succeeded in attracting younger consumers who may have previously overlooked traditional soft drinks. Swig’s core customer base consists primarily of young women aged 18 to 35. Holly Galvin, a 31-year-old human resources professional from Davenport, Iowa, shared her newfound love for dirty soda, which she discovered through the aforementioned reality show. “Now I make my own dirty soda once or twice a week at home,” she said, showcasing the trend’s ability to inspire DIY creativity.

Younger consumers are more inclined to experiment with new beverages, with nearly three-quarters of Generation Z trying a new drink every month, according to Keurig Dr Pepper’s 2025 trend report. This willingness to explore new flavors and combinations has made dirty soda a hit among this demographic.

The Future of Dirty Soda

As the dirty soda trend continues to gain traction, beverage companies are capitalizing on its popularity by introducing ready-to-drink versions. Dr Pepper’s Creamy Coconut has emerged as one of the most successful limited-time carbonated soft drinks, while Pepsi’s Wild Cherry & Cream has quickly become a fast-growing flavor segment.

Kirkham anticipates that the trend will encourage consumers to experiment even further with their drink creations. “Now you have a brand new base,” he said, hinting at the potential for even more innovative combinations in the future.

Conclusion

The rise of dirty soda represents a significant shift in the beverage landscape, breathing new life into a category that has faced challenges in recent years. With its customizable nature, broad appeal, and the backing of major beverage companies, dirty soda is poised to continue its ascent. As consumers seek new and exciting drink options, the trend is likely to evolve, offering a refreshing alternative to traditional soft drinks and reshaping the way we think about soda consumption.