Dirty Soda Moves From Niche To Mainstream
Once a Utah-based novelty, dirty soda has now gone nationwide. Originating at Swig in 2010, the drink – a mix of soda, flavored syrups, and cream – is reshaping the U.S. beverage market, according to industry sales reports.
From Swig To Beverage Giants
Swig, which coined the term “dirty soda,” has grown to more than 140 stores across 16 states. Now, brands like PepsiCo, McDonald’s, and Taco Bell are capitalizing on the trend, adding creative variations to their menus.
PepsiCo Bets Big On Dirty Soda
PepsiCo announced it will debut two new ready-to-drink dirty soda beverages – Dirty Dew and Mug Floats Vanilla Howler – at the National Association of Convenience Stores trade show next year. These drinks follow the success of Pepsi Wild Cherry & Cream, one of the company’s fastest-growing flavors, according to Pepsi executives.
A Boost For Sluggish Soda Sales
After decades of decline, U.S. soda sales are finally stabilizing. Beverage Marketing data shows carbonated soft drink consumption fell from 15.3 billion gallons in 2004 to 11.87 billion in 2024 but is projected to edge up in 2025. Experts credit trends like dirty soda for this rebound.
Social Media Fuels Dirty Soda Craze
Platforms like TikTok and shows such as The Secret Lives of Mormon Wives have turned dirty soda into a viral sensation. Bright colors, creamy textures, and customizable flavors appeal to younger consumers who crave novelty.
Restaurants And Coffee Chains Join The Movement
Fast-food chains such as McDonald’s and Taco Bell are adding their own twists, while TGI Fridays launched an alcoholic version. Even coffee-focused brands like Dutch Bros. are incorporating dirty soda to meet demand, according to restaurant industry analysts.
Simple To Add, Easy To Sell
For restaurants, offering dirty soda is cost-effective. Brands already have the soda machines and creamers, said foodservice innovation experts, making it an easy upgrade compared to custom coffee drinks.
A Younger Generation Driving Growth
Nearly three-quarters of Gen Z consumers try a new beverage every month, according to a 2025 Keurig Dr Pepper trend report. Dirty soda’s lower caffeine content and customizable nature make it particularly appealing to younger drinkers.
Ready-To-Drink Market Heats Up
Beverage companies are using the trend to boost retail sales. Dr Pepper’s Creamy Coconut flavor became its most successful limited-time soda ever, while Pepsi expects Dirty Dew and Mug Floats to drive new consumer experimentation.
A Bright Future For Dirty Soda
With its playful flavors, affordability, and social media buzz, dirty soda has transformed from a local specialty to a national beverage movement. Experts say its popularity could keep soda relevant – and profitable – for years to come.
