Why America loves dirty soda: The consumer psychology behind the trend

9% of consumers now call the dirty soda their favorite drink.

A combo of soda, flavored syrups, creams, fruit purees and citrus juice — dirty soda was created in Utah as a luxury-yet-affordable beverage for people who don’t drink alcohol or caffeine. 

The drink’s rainbow layers and infinite customization options helped it gain viral reach across TikTok. And it was further popularized by the hit reality tv show The Secret Lives of Mormon Wives. Cast member Layla Taylor shared, "Six out of the seven days of the week, I'm having at least one 44-ounce soda... I'm probably only going to live to be like 50, but it makes me happy."

In this post, I take a look at the dirty soda trend — exploring the consumer psychology, marketing and business models surrounding the beverage’s trending status.

From its origins to current dirty soda consumer trends, let’s take a look at the definition of a dirty soda and why it’s gained popularity. 

A brief history

A dirty soda is a non-alcoholic beverage made by combining a soda with flavored syrups, citrus and a splash of cream or creamer. Originally created by Nicole Tanner, owner of Utah-based soda shop Swig, in April 2010, the dirty soda was conceptualized as a luxury, customizable alternative to alcohol and coffee. The original dirty soda was a Dr Pepper mixed with coconut syrup. 

Swig's dirty sodas immediately became popular with the local Mormon community, members of the Church of Jesus Christ of Latter-day Saints, who make up around half of Utah’s population. The dirty soda was served up via drive-thru, bringing an affordable and accessible sweet treat to Utah residents struggling with the financial fallout of the Great Recession. 

Chains like Quench It! and FiiZ Drinks then took the soda nationwide, with the latter opening up stores in over 70 locations. Experts predict the category will reach $2.6 billion by 2033.

Why now?

Dirty soda became mainstream in early the 2020s thanks to TikTok and reality shows like The Secret Lives of Mormon Wives. After the show's release in 2024, Yelp searches for dirty soda increased by 600% year over year, reaching an all-time high in May 2026 — a 229% increase from May 2025.

Chains like Swig, Quench It! and FiiZ demonstrated the growing demand for customizable beverages among consumers — leading to the nationwide growth of beverage-only QSR concepts. The high gross margins also make the dirty soda appealing on the business side. 

Major chains and brands are now rivaling niche and small-scale dirty soda QSRs with their own dirty soda lines, validating the category. Keurig Dr Pepper recently released more than 35 new drink varieties, inspired in part by the dirty soda trend. The company said, “A decadently ‘dirty’ fan-favorite returns—Dr Pepper's iconic 23-flavor blend combined with refreshing, summery coconut flavor for a smooth, creamy indulgence available for a limited time starting in April.”

In a financially-challenging climate, the dirty soda lets consumers indulge for less while making them feel like they’re part of a viral trend. 

The consumer need it fulfills

Why is dirty soda so popular? The rise in sobriety or sober curiosity among young consumers is a huge driver of the dirty trend. Four in ten consumers now follow a sober curious lifestyle, with many young people cutting out or reducing their alcohol consumption for physical and mental health reasons. Recent Gallup research shows a 10% drop in alcohol drinking among U.S. adults aged 18 to 34 over the last decade.

Unique, indulgent and a fun form of self expression, the dirty soda has become more than a drink to Gen Z and millennial consumers. Dirty sodas let consumers experiment with unique flavor stacks from Dr Pepper and vanilla syrup to Mountain Dew and coconut cream. Similarly to the trending matcha latte, the layered colors and creams featured in a dirty soda make the beverage instantly Instagrammable/fun to share across TikTok and Instagram. 

Little treat culture lets consumers experience small indulgences without the stress and anxiety of overspending. 7% of Americans say they're actively stressed about money, while 55% say their finances are getting worse. Costing $4.00 to $5.50 per drink, dirty sodas give consumers a fun, indulgent customized drink at a far lower price point than a specialty coffee or a cocktail. 

"Low-cost items (ideally in the $1–$5 range) hit the sweet spot for budget-friendly joy. Don’t forget to make it eye-catching, though: visual appeal in little treats matters just as much as flavor.  Treats that pop on social media drive FOMO and foot traffic. Whether it’s a colorful lemonade, a mini cinnamon roll or a pizza bite shaped like a cupcake, today’s little treat needs to taste great, look great and feel like a win." - Samantha Des Jardins, Smart Brief

Dirty sodas also allow consumers to enjoy a sweet treat without committing to dessert, allowing them to get a hit of sugar with less fat and calories. This aligns with many of consumers health-focused goals — 82% of U.S. consumers say they put wellness first, with 52% looking to lose weight. 

Dirty soda also serves as a social and daily ritual for many consumers. 28% of consumers say they buy dirty sodas from restaurants or specialty shops multiple times per week. Heading to the drive thru together, making mocktails at home or experimenting with different flavor combinations: dirty sodas give consumers an affordable way to hang out. 

The consumer psychology

Similar to other specialty beverages, dirty soda allows consumers to express themselves through endless customizations with soda shops like OG dirty-soda QSR Swig offering over 100 customizations. From menu favorites to self-mixed creations, consumers’ go-to dirty sodas often become their signature drinks. 

Self-expression is an identity-based driver that allows consumers to fulfil an innate need to express their genuine authentic selves. This makes them drawn to consumable goods that allow them to express themselves, their uniqueness and create personal meaning — even in the seemingly smallest of choices.

The drink’s virality also acts as social proof of the drink’s quality and desirability. Virality acts as a cognitive shortcut, allowing consumers to quickly judge whether a product is worth it through others’ assessment of it. 

Limited-edition and seasonal flavors also create FOMO, pushing consumers to experience limited-edition flavors while they have the chance. Seasonal menus and limited-edition products and packaging also bring in an element of collectability, deepening consumers’ connection to a product and strengthening their identity formation as a dirty soda lover. 

The easy habit formation connected to “soda runs,” choosing flavors and enjoying the quick dopamine hit of soda’s sugar and caffeine content, quickly turns soda drinking into a solidified habit.

Dirty soda brands’ fun, treat-and-express-yourself branding that promises consumers adventure, luxury on a budget and personalized customization have been a core driver of the drink’s popularity. Here’s how soda shops have scaled their businesses with the right brand positioning, design and messaging. 

Brand positioning

Dirty soda brands are built on beverage innovation — delicious, fully customizable and elaborate. Beverages are at the center of the brand, rather than an overthought as can often be the case with traditional QSRs. Aromatech writes: "We’ve seen everything from ube-matcha dirty sodas (thanks, oat milk trend) to pickle-flavored Mountain Dew concoctions (thank you Sonic) that sound terrible but apparently taste amazing. 

Of course we will also encounter tropical fruit mixes (mango, passion fruit, dragonfruit) as these are Instagram-friendly flavors that photograph well and taste like vacation. What’s more interesting is the craft cocktail influence that we can start to see here and there. Fresh basil in a berry soda? Lavender in lemonade? All serve as deliberate attempts to enhance the category beyond sugar water with cream."

Soda shops like Swig and Fiiz Drinks position their brand around the ultimate customizability: consumers can swap out sodas bases with hundreds of syrups, creams and citrus juices. 

Swig’s signature dirty soda creations come in 36 menu-approved combinations with popular bases like Dr Pepper, Diet Coke and Mountain Dew, while their custom add-ins include over 30 different flavored syrups, purees and creams. The franchise regularly rolls out themed seasonal menu items, showing their creativity in the space.

Brand personalities are typically playful, warm and creative. Playful naming conventions add to the fun feel of the dirty soda. Swig’s lineup includes names like: Cherry Bomb, Beach Babe and Buttery Beer. While Sodalicious’ menu includes playful names like Blue Bombshell, 2nd Wife and Just Dew It.  

Brands also lean into local community positioning, reflecting Utah’s family-focused roots. Sodalicious’ Instagram profile reads: "Serving happiness to you and Your Mom since 2013, one cup at a time.🥤 Open at ALL drive thru locations in ID, AZ, and UT! Sodalicious = Happiness."

Many soda shops position their drinks as offering a premium experience without premium prices, attracting cash-poor Gen Z and millennial consumers or large families on a budget. A customized soda often costs consumers less than $5.00, but offers the luxe, fun feel of a craft cocktail. 

Visual identity

Dirty sodas also draw in consumers with bright color palettes. From layered fruit combos poured over ice in transparent cups to bold block colors like cobalt blues and bubblegum pinks, the dirty soda is far prettier than the average QSR soda in a paper cup. 

Bright saturated colors immediately give consumers an immediate dopamine hit before consumers even read the label. Joe Burns, writing for Fast Company, shares: “Bright colors, bold fonts, and eye-popping patterns are psychological triggers, engineered to light up your brain’s pleasure centers like a well-timed notification.”

Bold hues stand out from products and branding with dull or minimalist color palettes, making the brain's attention system immediately snap into place — motivating novelty seeking and exploration.

Red and brown are another classic color combo that immediately gives brands like Swig its signature vintage soda feel. The combo creates an eye-catching visual contrast while evoking the comforting warmth-inducing nostalgia — reminiscent of Coca Cola and Dr Pepper’s traditional brand colors. 

Dopamine-based and nostalgia-backed packaging are immediately Instagrammable with consumers. Food and drinks with an artistic or highly-visual presentation can drive sales by up to 30%. Other research found that products offering multi-sensory experiences, such as products offering a highly visual experience alongside intense flavor, typically encourage consumers to pay more. 

Cool store aesthetics add to the Instagram effect. The dirty soda’s “dopamine dressing,” often extends to cafes, coffeeshops and drive-thrus — bold paint choices, fun art, vintage-style chalk menu boards and neon signs make consumers want to snap and share the decor as much as their drinks. 

Messaging

One of the main focuses of dirty sodas’ messaging is the endless customization options available to consumers. The unique combination of sodas, purees, creams and citrus gives consumers nearly infinite flavor combinations to choose from. Soda shops invite consumers to experiment and explore by creating and trying out new flavor combos with every visit.

Personalized refreshments and making the dirty soda, “your own,” is also a core part of many brands’ messaging. The extensive customization options let consumers make totally unique signature drinks. Consumer-favorite FiiZ invites consumers to enjoy, “Your drink. Your way.” 

Other brands focus on, “Treat yourself messaging,” aligning with the “little treat” trend that’s so big with financially-stressed Gen Z and millennial consumers. 54% of consumers consider retail therapy self-care, with 63% of consumers noting that food and beverages are their go-to choice of retail therapy. 

Community building

Social status, belonging, experimentation and flavor exploration: online communities allow dirty soda brands to build momentum on a budget.

TikTok creators are one of the biggest drivers behind the dirty soda trend. Online creators posting under the #DirtySoda build brand momentum with first-sip reactions, secret menu reveals, new recipes and go-to signature drinks. Much of the early success of dirty soda brands like Swig and Sodalicious’ can be credited with online creators posting their daily soda runs. Olivia Rodrigo was credited with, “making dirty soda trendy,” when her post with a Swig dirty soda spiked traffic to the brand’s site in December 2020. 

User generated content (UGC) is also big in the space with users frequently sharing their favorite personalized combinations, often reshared by brands or used to inspire limited-edition menu creations. Combined, popular creators and online users have generated over 700,000 video mentions and more than 1.4 million total views from #DirtySoda across TikTok.

Local influencer partnerships support many brands’ local, family brand messaging — growing brands’ local audiences. Take SodaRush, which partners with local sports teams and small-scale influencers to help promote their brand store openings. 

Soda shops also create a strong community feel around their brands with regular rewards. Many soda shops offer referral programs and loyalty apps, rewarding customers for making repeat purchases and recommending the brand across their social networks. Recent data shows that loyalty apps and rewards can increase average visit spend by up to 20%.

From average margins to the psychology behind why consumers are willing to pay more, let's review the economics of the dirty soda. 

Pricing strategy

When it comes to dirty soda pricing, syrups and creams give sodas a luxe feel while protecting company margins. Soda shops frequently command premium pricing on inexpensive ingredients, with soda typically delivering a profit margin of around 85%. Brands can also upsell with flavor additions and toppings like ice cream and candy or liquor. 

Messaging focused on artisan flavor profiles and customization drives much of consumer interest with brands easily justifying luxury price tags that still feel like affordable treats to consumers. 

"To put this in perspective, that’s a markup potential of 500-800%. One successful operator reported generating $30,000 in a single week selling dirty sodas, with over $70,000 in revenue over just 2.5 months. These aren’t unicorn numbers: they’re achievable with proper execution." - Food & Beverage Magazine

Many soda shops and drive-thrus increase average order values by selling cupcakes, cookies and other sweet treats and offering sweet treats and soda bundles. 

Limited-time offers (LTOs) allow for QSRs to differentiate from competitors while driving consumer spending. Megan Tallman, vice president of Coca-Cola Freestyle and Foodservice Innovation at Coca-Cola, says:

“Consumers who purchase an LTO are spending more. On average, they’re spending $3 more per trip."

Many soda shops and drive-thrus increase average order values by selling cupcakes, cookies and other sweet treats and offering sweet treats and soda bundles. 

Business model

Beverage-based business models are one of the most affordable forms of QSR with beverage drive-thrus coming out on top for labor costs and gross margins. 

According to QSR Magazine, beverage-first drive-thrus typically keep their labor costs under 18-20% compared to 30%+ for standard fast-food restaurants. While gross margins typically exceed 85%. Fast preparation is another pro of these business models. Because there’s zero need for complex kitchen equipment, speed-of-service stays under 60 seconds per car.

Low food waste is another key benefit. However, single-use plastic, glass containers and metal cans can also contribute substantially to packaging waste — highlighting the need for strong sustainability measures. 

Due to their lower operational costs than standard QSRs, dirty soda businesses allow for easily scalable operations and franchise expansion. Swig currently has over 170 locations across the U.S. in 17 states. 

Why consumers are willing to pay more

Dirty sodas offer consumers something few traditional QSR food and beverage choices offer: personalization and customization. A standard burger, fries and soda offer consumers little creative freedom, making dirty sodas’ customizability attractive and worth the price tag for many consumers.

 The personalization and customization options encourage strong repeat purchase behavior, particularly among younger consumers. 70% of Gen Z consumers say they want customizable food and beverage options, motivating them to return to brands that fulfill the need. 

People also pay more for the experience of making and drinking a dirty soda, prioritizing experience over ingredients. Getting to play with different flavor combinations and enjoy the aesthetically-pleasing visuals of layers of rainbow-colored sodas and syrups makes picking up a dirty soda feel like an event rather than a simple sugar and caffeine hit. The multi-sensory experience and premium presentation add to dirty soda’s “little treat” feel that helps soothe consumers’ stress and anxiety and improve wellbeing. 

Fast order times and the convenience of many companies’ drive-thru setup delivers frictionless dopamine, giving consumers a fast, easy dopamine hit without the wait. 

Dirty soda’s trending status and cool aesthetic also acts as social currency, with consumers willing to pay to be part of a viral trend by sharing their soda on Instagram and Facebook. Consumers are willing to pay more for product hype that creates perceived value, true and community.

Here are some of the winning mechanics behind some of the most successful dirty soda businesses. 

Social media strategy

TikTok recipe trends have been behind much of dirty soda’s success. Sensory preparation videos are one of the most effective current beverage marketing trends. These videos show creams, syrups and sodas being layered over ice in slow motion and are a great way to reveal new menu items and improve brand reach. 

Brands can attract more interest from consumers and improve your chances of going viral by aligning your content with current beverage trends. Experiment with trending drink trends, like testing whether coffee creamer and lime curdle in Diet Coke, to drive engagement by sparking curiosity and debate in the comments. 

You can also build up anticipation for seasonal flavor launches with tailored videos, memes and graphics that build excitement and curiosity among consumers in the months leading up to their launches. 

To improve  reach, prioritize Instagram reels. Reels deliver 36% more reach than carousels and 125% more reach than single-photo posts, making them one of the best formats for improving brand and product discoverability. 

Some of the most effective reels include customer reaction videos. Put together short 15-20 second reels showing customers’ first sips of unique combos or limited-edition sodas. Reaction videos build trust through authenticity, often feeling more genuine than paid influencer promos. 

Creator marketing

Up to 65% of consumers are open to trying emerging flavor trends when exposed to them through creator collaborations. Partner with local food creators who can create unique, interesting flavor profiles for your drinks and improve your reach by featuring them on their menus. 

Lifestyle influencers are another partnership with strong potential. Lifestyle influencers can help popularize different variations of the dirty soda by showing the drink and branded packaging as part of their everyday routine, whether they post a self-care soda run or an energy-enhancing post-workout blend. 

Family creators are another great fit for soda shops looking to lean into the homegrown, family-friendly brand positioning that made OG stores like Sodalicios and Sipp so popular. “Parenting” currently has over 24.2 million Instagram posts and 3.6 million Tiktoks. 

As a chic alternative to coffee and alcohol, dirty sodas are the perfect beverage for college audiences. Look for influencers with a strong following among Gen Z college students. Entice creators with branded deals and improve engagement and drive sales by offering student deals and 2-4-1s for friends looking to enjoy a soda in their lunch breaks from school. 

Campaigns that worked

Many soda shops have found success with exclusive seasonal flavor drops. FiiZ’s collaboration with HI-CHEW unveiled an exclusive Orange Creamsicle flavor made with orange Fanta, ice cream puree and cream, topped off with whipped cream and HI-CHEW’s Orange Creamsicle’s candy. 

Gated exclusivity is another way brands help pull consumers into their digital ecosystems. Many soda shops like Swig encourage consumers to download the app by only sharing exclusive seasonal menu items with app users. 

Secret menus are another big creator of brand and product buzz. Swig's reported "Secret Menu,"  comprised of fan and staff-created combos like "The Dirty," "Bloody Wild," and "Big Al," isn't on the printed menu — existing solely through word-of-mouth and the socials, making ordering off of it feel totally exclusive. 

User-generated recipe content and go-to orders have been another hit for brands, allowing them to show off fans’ favorite and most experimental flavor combinations, building excitement and encouraging consumers to try out new variations of the dirty soda in store. 

Loyalty rewards are another big driver of repeat business. Soda shops like Sodalicious and FiiZ frequently run loyalty programs in dedicated rewards apps, making it easy for consumers to rack up their digital points and exchange them for a free soda or money off. 

Referrals have also supported brands word-of-mouth by inviting customers to gift friends and family a free soda via text link. While other brands build their reputation by running regular social media competitors, asking fans to tag multiple friends in a dedicated Instagram or Facebook post for their chance to win. 

Retail or menu strategy

The high margins and consumer draw has led to several major chains featuring dirty sodas on their menus. 

McDonald's new line of specialty drinks includes a Dirty Dr Pepper made with vanilla and cold foam alongside Sprite Berry Blast — a Sprite infused with sweet blue raspberry syrup. While Dunkin’s new Dirty Soda combines coffee milk and Pepsi with a sweet cold foam. 

“Our fans have an obsession with beverages – to them, drinks are more than just drinks. And soon, our beverages won’t just be a reason you come to McDonald’s, they’ll be the reason.”

- Alyssa Buetikofer, Chief Marketing and Customer Experience Officer, McDonald’s USA

For many franchises and niche dirty soda shops, the bigger the customization options, the greater the success. Give consumers the chance to indulge, experiment and explore with large customization menus that allow them to swap out different sodas, fruit syrups, creamers and garnishings.

Signature drinks create an air of exclusivity and differentiate your shop from other brands and homemade recipes. Use outside-of-the-box flavor profiles or unique combinations to make your drink feel rarer and more exclusive. 

Rotate limited-time offerings to keep your menu feeling fresh to consumers and to encourage high-frequency repeat visits to your shop. 81% of guests are more likely to visit during an LTO with an average LTO increasing sales by 20%. 

Train staff and configure apps to offer recommended drink upgrades like turning a dirty soda into an ice cream float or adding botanics. Snack and drink combo bundles can also boost your average order value and satisfy consumers’ sweet cravings — adding a sweet or savory bakery item to a beverage purchase typically increases average ticket size by up to 20%.

As we’ve seen, convenience is a big draw of the dirty soda. Make ordering and picking up drive-thru orders as easy as possible with mobile ordering and automatic basket adds of consumers’ favorite past orders to speed up order times.

Here’s what brands can learn from the dirty soda craze. 

Lessons for CPG brands

As we’ve seen, one of the biggest draws of dirty sodas is the customization potential. Customization creates emotional ownership and gives consumers a sense of agency and control over their beverages: drinks feel experimentary and personalized to their needs, creating a stronger emotional tie between consumer and product. 

With margins of up to 85%, dirty soda perfectly demonstrates how everyday products made from affordable ingredients can become premium experiences. Layered drinks, colorful hues and enhanced flavor profiles combine to give dirty sodas a unique, premium feel not often found in other beverages or food products. 

The success of the dirty soda across socials shows the inherent virality of a great aesthetic. Packaging should be designed with social sharing in mind — bold colors, cool graphics and playful fonts can all add to the shareability of a product. 

Product extensions keep consumers engaged without reinventing the category. Dirty energy drinks, functional blends (including CBD, hydration shots, or calming magnesium powders), dirty ice cream floats and dirty lattes are also strong pulls for consumers looking to experiment with new flavor profiles or effects.

Lessons for QSR brands

Dirty sodas show that beverage innovation can drive traffic independently of food. Unlike many other classic QSR menu items, premium beverages offer enticing customization options — drawing in experimental consumers looking for more control over their menu orders. 

They also highlight that operationally simple products can produce strong margins. Affordable-to-produce beverages can still feel like premium items with the right branding and product styling and a more adventurous flavor profile than standard menu items. 

​​52% of consumers say they consider the availability of limited-time offers important when choosing a restaurant. Dirty sodas show us the power of LTO and seasonal creations for driving urgency and repeat custom. 

Digital ordering also makes personalization easier to scale. Make it easy for consumers to add and amend their favorite orders by automatically adding past orders and upsell options to their menu view. 

Lessons for marketers

One of the biggest takeaways for marketers is to create products consumers want to show off. Dirty soda’s impressive layered formulations, clouds of cream and fruit and citrus are an essential part of their virality. 

Design menus and campaigns that encourage repeat experimentation with extensive ingredient and combination options and LTO seasonal items. 

Use Zappi to test messaging around identity, not just functionality. Many brands have seen success with messaging centered around dirty sodas’ personalized customization options, using messaging like, “Make it yours,” or, “Your soda, your way,” to create interest. 

It’s also essential to validate pricing before launch to understand consumers’ willingness to pay. What price point makes your soda seem like a treat-yourself luxury vs an overpriced treat? Trial premium pricing with real consumers to find out when risk starts to outweigh reward.

With much of dirty sodas’ success being attributed to viral TikTok trends, this trend highlights how far a brand and product can go with the right creator partnerships and a strong social media presence. Use creator content as a discovery engine rather than relying on expensive paid advertising to improve your reach and bring in new customers.

A fully customizable, affordable indulgence that perfectly aligns with Gen Z and millennial’s little treat culture, the dirty soda is easily one of the most popular beverage trends of 2026. The dirty soda craze teaches us that a great aesthetic, endless personalized customization options and viral status can take a beverage concept from Utah fave to national obsession. 

Andrea Ramirez, consumer market insight manager at Torani, predicts flavor innovation in the syrups and beverage spaces will move towards more elaborate flavor profiles and sophisticated flavor combos, including ingredient influences from around the world, event-inspired beverages (think: solar eclipses and festivals) and functional ingredients like CBD, prebiotics and vitamins.