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Back in 2010, a drink chain in Utah called Swig introduced the term “dirty soda.” Fast forward 15 years, and this quirky beverage has sparked a wave of innovation across the industry. Major players like PepsiCo and McDonald’s are jumping on the dirty soda bandwagon, breathing new life into the soft drink scene.
So, what exactly is dirty soda? It starts with a soda base, mixed with flavored syrups, cream, and sometimes even fun toppings. While Swig holds the trademark, TikTok and media shows, like “The Secret Lives of Mormon Wives,” have helped push this trend into the spotlight.
Now, you can spot dirty soda almost everywhere—from grocery store shelves to fast-food menus. Just this month, Pepsi plans to showcase two new ready-to-drink dirty soda options at a major trade show in Chicago. The Dirty Dew and Mug Floats Vanilla Howler will join the already popular Pepsi Wild Cherry & Cream flavor.
Mark Kirkham, Chief Marketing Officer at Pepsi, noted that the rise of dirty soda is reminiscent of classic root beer floats. “It’s an opportunity to enjoy soda in a fresh way,” he explained.
A Growing Trend
Dirty soda isn’t just for specialty drink chains anymore. According to Datassential, the number of U.S. restaurants serving carbonated drinks with cream has jumped from 1.5% to 2.7% over the past decade. TGI Fridays recently introduced dirty soda to its menu, adding an option to make it alcoholic. McDonald’s is also experimenting with flavors like “Sprite Lunar Splash” in over 500 locations.
Swig, the trendsetter, has expanded to more than 140 locations across 16 states with a sales increase of 8.2% this year alone. This growth has caught the attention of investors—the Larry H. Miller Company, known for owning the Utah Jazz, even bought a majority stake in Swig last year. “I think we’re doing for soda what Starbucks did for coffee,” said Swig’s CEO, Alex Dunn.
A Sweet Spot for Companies
The trend is proving beneficial for beverage companies. Over the last two decades, soda consumption in the U.S. has faced challenges, partly due to health concerns. Once peaking at 15.3 billion gallons in 2004, consumption has steadily declined to an estimated 11.87 billion gallons for 2024. However, new offerings like dirty soda are driving a recent uptick, with projections suggesting a slight rise to 11.88 billion gallons in 2025.
Interestingly, younger consumers are drawn to dirty soda. A recent report from Keurig Dr Pepper revealed that around 75% of Generation Z tries at least one new beverage each month. This has encouraged brands to capitalize on the trend, creating ready-to-drink options and gaining new customers.
One enthusiastic fan, Holly Galvin, 31, shared that she started making her own dirty sodas at home after being inspired by the trend on social media. Her latest favorite combines Diet Dr Pepper with pumpkin spice creamer, a perfect fall treat!
Conclusion
The dirty soda trend isn’t just a fleeting fad; it’s reshaping the beverage landscape. As customers seek fun, customizable drinks, restaurants and companies are happy to oblige. With the colorful, creamy concoctions capturing consumer interest, we can expect this trend to continue expanding.
For more information on the changes in soda consumption, check out Beverage Marketing here.
This rewrite includes a more engaging tone while maintaining essential information, expert opinions, and relevant data.
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