Dirty Soda makes a splash at the National Restaurant Association Show

Dirty sodas at Applebee's

Dirty sodas are everywhere, on menus from mainstays such as Sonic and Applebee's to nationwide soda shop chains popping up throughout the country. This Utah-born solution to Mormon restrictions on coffee, tea, and alcohol has taken the country by storm. Not familiar with dirty sodas? You can check out our article from last November that details the phenomenon here. But essentially, dirty Soda is a commercial soda such as Pepsi or Dr. Pepper, modified with flavored syrups, fruit purees, and creamer.

4 Swig locations opened in the KC Metro in 2024

The growth of the dirty soda phenomenon has been incredible. Swig, the inaugural dirty soda shop, began in 2010 in Utah and now has 100 stores nationwide, with plans for another 150. Their competitor, Sodalicious, currently has 25 shops in Utah and adjoining states, with plans to double this over the next few years, branching out to the Midwest and East Coast. Both experienced almost 50% growth last year. Several factors have contributed to this zeitgeist: the continual decrease in alcohol consumption, the desire to seek out new, unique flavors, and the need for affordable indulgences in an increasingly squeezed economy. These social and economic influences have helped make dirty sodas successful, especially among Gen Z and Millennials. So, it is no wonder that soft drink giants like Coke and Pepsi are eager to join in.

Pepsi's Drips "Dew Chill Dill" & Starry Berry Basil drinks

Pepsi has launched Drips, a pop-up beverage truck in New York City, to capitalize on the dirty soda trend. They have also partnered with the city's Regal Cinemas to serve the Drips lineup and plan to make them available to their restaurant clients as well. While Coke meanwhile, is in the process of creating pumpable syrups that allow their restaurant clients to create their own unique beverages and LTOs. Both appeared at this year's National Restaurant Association Show, mixing creative drinks such as Coke's Creamsicle made with soft serve and Fanta Orange and Pepsi's zero-sugar basil and berry drink featuring their Starry lemon lime zero-sugar soda.

The popularity of dirty sodas can benefit LBEs in several ways:

• They make great LTOs - LTOs are an easy and effective way to increase your venue's traffic and interest.
• They offer a non-alcoholic option- As interest in alcohol continues to wane, dirty sodas can match the complex flavor profile and excitement of a cocktail without the alcohol.
• They are profitable - With prices of $3-$5 per drink and a cost of goods around $0.70 (Soda, cream, flavored syrup, and topping), they boast a profit margin of over 80%.

We hope you consider adding dirty sodas to your agritourism drink lineup if you haven't already.

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