Care for a dirty soda? How this drink trend became a US obsession

The tradition of creative fountain drinks in America dates back over a century, when soda fountains competed by offering unusual concoctions. This impulse has resurged in recent years through the dirty soda trend, which combines fountain soda with various syrups, creams, fruit purees and citrus. The movement has been fueled by customization options, social media engagement and consumers seeking affordable social gathering spaces.

The modern dirty soda phenomenon began in 2009 when Nicole Tanner, seeking to support her five children after relocating to Utah, recognized an opportunity in the beverage market. Families recovering from the Great Recession were reducing spending on dining and entertainment, but Tanner believed an affordable drink destination could provide an accessible indulgence. Inspired by her own frustration with slow drive-through service at existing chains, she envisioned applying the Starbucks model—creating an endlessly customizable destination—to fountain drinks.

Swig opened its first location in St George, Utah in 2010, initially pricing drinks at just $1 to build customer loyalty. Within the first year, demand had grown substantially, with lines wrapping around the building. The term "dirty soda" was coined by Tanner's team when they introduced a Dirty Dr Pepper—carbonated beverage with coconut syrup—to the menu.

The concept gained particular traction within Utah's Mormon communities, whose members abstain from alcohol, coffee and tea under church doctrine. Although some interpreted this prohibition to include all caffeinated beverages, church clarification in 2012 specified that caffeine itself was not forbidden, making customizable fountain drinks a socially acceptable indulgence. Afternoon soda runs became routine for students, parents and friend groups, with Swig strategically expanding near universities to capture this demographic.