Full Breakdown
The Rise of Dirty Soda: A Trend Rooted in Mormon Culture
2/25/2026, 10:48:54 PM
Core Event: The Emergence of Dirty Soda
The trend of "dirty soda," a customizable beverage combining popular sodas with flavored syrups, fruit purées, and cream, has gained significant traction across North America, particularly influenced by its origins in Utah's Mormon culture. This beverage trend is seen as a non-alcoholic alternative for those abstaining from coffee and alcohol, particularly among members of the Church of Jesus Christ of Latter-day Saints (LDS).
Background & Context: Cultural Roots and Popularization
Dirty soda's popularity can be traced back to its introduction in Utah, where it has become a staple among the LDS community. Kelly O'Rourke, marketing director for FiiZ Drinks, noted that for many in this community, dirty soda serves as a substitute for coffee rituals, with soda shops experiencing similar rushes as coffee chains like Starbucks. Swig, founded in 2010, is credited with popularizing this trend, operating around 140 locations across 16 states. The trend has been further amplified by reality TV, particularly the show "The Secret Lives of Mormon Wives," which showcases the beverage culture among its cast.
Key Figures & Groups: Pioneers of the Trend
FiiZ Drinks and Swig are two prominent chains leading the dirty soda movement. FiiZ, founded in 2014, has expanded to over 65 locations and is planning further growth into the East Coast. CEO Scott Ball emphasizes the trend's appeal lies in customization, with 80% of their business stemming from personalized drink orders. Similarly, Swig's founder, Nicole Tanner, aimed to create a refreshing beverage experience that resonates with the community's values.
Why It Matters: Broader Implications of the Trend
The rise of dirty soda reflects a broader shift in consumer preferences, particularly among younger generations who are increasingly opting for non-alcoholic beverages. As alcohol consumption declines, establishments like FiiZ and Swig are diversifying their menus to include energy drinks and lemonades, catering to a market that seeks fun, social experiences without the focus on alcohol. This trend also signifies a revival of soda shops reminiscent of the past, as noted by David Baulsir, general manager of FiiZ's upcoming Connecticut location.
Official Statements & Responses
Industry experts, including Megan Tallman from Coca-Cola Freestyle, assert that the dirty soda trend is not a fleeting fad but a significant movement in beverage consumption. "Soda's been around forever. We're just having fun with it," Tallman stated, highlighting the trend's longevity and adaptability.
Criticism & Opposition: Skepticism Towards the Trend
While the trend has garnered enthusiasm, some critics question its sustainability, suggesting that the novelty may wear off as consumer preferences evolve. However, proponents argue that the emphasis on customization and social engagement will keep the trend relevant.
Conflicting Reports & Gaps: Variations in Popularity
The popularity of dirty soda varies by region, with some areas embracing it more rapidly than others. For instance, while chains like FiiZ and Swig thrive in the West, new entrants like Sip Soda Co. in Kamloops, British Columbia, are just beginning to establish their presence, indicating a gradual spread rather than a uniform acceptance.
Verbatim Quotes
- "It's their version of a coffee ritual." — Kelly O'Rourke, Marketing Director, FiiZ Drinks
- "Eighty percent of our business is customized drinks." — Scott Ball, CEO, FiiZ Drinks
- "We're bringing it back." — David Baulsir, General Manager, FiiZ Connecticut
- "Younger customers are looking for something fun and social that's not centered around drinking." — Scott Ball, CEO, FiiZ Drinks
The dirty soda trend illustrates a cultural shift in beverage consumption, merging tradition with modern preferences, and is poised for continued growth as it expands beyond its roots.
