Overview:
Swig, the Utah-based dirty soda chain, is expanding into Tennessee, marking another step in the beverage trend’s evolution from regional curiosity to national brand. The move reflects the growing influence of social media, youth-driven consumer demand, and shifting spending habits in the quick-service industry.
What began as a regional beverage craze in the Mountain West is now firmly planting roots in the South. As Swig expands into Tennessee, the Utah-based dirty soda chain is signaling that the once-regional trend appears to be expanding beyond its Western roots. Several Swig locations have already opened in Tennessee, with additional stores still in development.
The company’s arrival in Tennessee marks more than another store opening. The expansion suggests the concept may be gaining national traction. With long lines forming and kids posting their first taste on social media, this is a sign that dirty soda is no longer just a Western phenomenon – it’s a national trend.
From Regional Curiosity to National Brand
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Founded in Utah in 2010, Swig built its brand on customization. Customers can add coconut cream, vanilla, peach, lime, or dozens of other flavorings to mainstream sodas, creating drinks with names as distinctive as their taste combinations. The concept gained traction in communities where soda culture — often tied to regional preferences and social gatherings — already had a foothold.
Over the past several years, however, the brand’s growth has accelerated. That acceleration is not just anecdotal. As QSR Magazine noted, “The dirty soda craze is accelerating in popularity, and Swig—the originator of the concept—has the numbers to back it up.” Social media sites such as TikTok and Instagram made it possible for “dirty soda” to go viral. Influencers showed their fans their favorite drink mixes. Teens waited in line after school. Families took weekend road trips to check out new locations.
That demand appears to include Tennessee, where the brand’s expansion represents both a test market and a strategic foothold in the Southeast.
Why Tennessee — and Why Now?
As Swig expands into Tennessee, the move reflects more than geographic growth — it signals confidence in the Southeast’s consumer base.
Tennessee offers a combination of suburban growth, strong youth demographics, and a culture that embraces drive-thru convenience. Cities and surrounding communities have experienced steady population increases in recent years, and consumer appetite for specialty beverages has grown alongside it.
The South has also proven fertile ground for niche quick-service concepts. From boutique coffee shops to specialty dessert chains, regional expansion into states like Tennessee often serves as a bridge into broader Southeastern markets.
This type of anticipation is the new model for expansion: brand awareness created digitally before any physical storefront is opened.
The Anatomy of the Dirty Soda Craze
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At its core, dirty soda is simple. A base soda — often cola, root beer, or lemon-lime — is customized with syrups, fruit purees, cream, and sometimes candy toppings. The result is a sweet, highly personalized beverage that blends the familiarity of major soft drink brands with the novelty of handcrafted combinations.
The charm is in the personalization and showmanship. The consumers are able to share the orders online and compare the different flavor combinations they have tried and rate the ones they prefer. The product is also Instagrammable due to the whipped cream or other garnishes on top. As the Houston Chronicle observed, “Dirty soda has become a cultural phenomenon.” Observers in the industry have noted that the trend is taking advantage of the following consumer forces: nostalgia and personalization. Soda is familiar, even comforting. But customization transforms it into something new.
That perception — positioning a carbonated drink as an affordable indulgence — has helped drive repeat visits.
Competition and Market Position
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Swig is not alone in the dirty soda space. Competitors such as Sodalicious have built similar followings in Western states. However, not all competitors have expanded equally into the Southeast, leaving room for Swig to establish early brand dominance in Tennessee.
Being first — or at least early — in a growing regional market can be a decisive advantage. Brand familiarity, local hiring, and community engagement often shape long-term loyalty. If Swig is successful in Tennessee, it could pave the way for more locations in the Southeast.
The company’s leadership has expressed a desire for growth while continuing to have a presence in the community. In a recent company statement, CEO Alex Dunn said, “We’re at a major moment for dirty soda… Swig is here to deliver — coast to coast.”
That approach may prove critical in Tennessee, where community ties often influence business success.
Social Media as Expansion Engine
Unlike other beverage brands, which relied on advertising campaigns, dirty soda brands have been able to leverage the organic buzz they receive on the internet. Videos of the colorful drinks and the reactions they receive tend to get thousands, sometimes millions, of views. Swig’s marketing leadership has acknowledged the role of digital platforms in driving that growth. QSR Magazine reported that “Swig CMO Dylan Roeder credits the outsized brand awareness to a strong presence on social media and the dirty soda trend’s popularity on TikTok.”
This expansion into Tennessee represents a wider trend in food and beverage franchising, which is that social validation comes before brick-and-mortar expansion. Drive-thru models further amplify accessibility. Some Swig locations also focus on speed and convenience, which appeals to after-school kids, families, and commuters who need a quick fix.
The concept occupies a space between coffee shops and traditional fast-food beverage options.
Economic Signals and Consumer Behavior
The expansion of Swig also coincides with the shift in the behavior of consumers. Analysts in the industry have related the trend to broader movements within the beverage industry. As The Food Institute reported, “The dirty soda trend is more than just a passing fad; it’s a reflection of the evolving preferences of today’s consumers.” In times of uncertain economic conditions, smaller indulgences tend to flourish.
Instead of eating out, consumers may choose to indulge in a specialty beverage. Dirty soda is one example of this trend. The beverages are customizable, Instagram-worthy, and not very expensive compared to eating out.
With regard to Tennessee, the entry of Swig may indicate confidence in the company’s belief that consumer spending on experiential products will continue, even if they are modest in nature.
However, the brand’s entry also underscores the rate at which digital trends can change the market in a specific region. A concept that once felt geographically isolated now competes nationally.
What Comes Next?
The extent to which the trend of dirty soda will continue or whether it will find a permanent place in the market remains to be seen. Food trends come and go as quickly as they appear, but some find a lasting place.
As Swig expands in Tennessee, the company is essentially gauging whether the dirty soda fad is a long-term, sustainable trend in the Southeast. If interest is converted to customer turnout, the company can expand further in the Southeast.
Tennessee may serve as a key test market. Long lines, social media buzz, and early community response will likely have an impact on the next move for the brand.
The expansion suggests dirty soda may be moving beyond novelty status. From its roots in Utah to its Southern storefronts, the idea has shown that it has the ability to adapt, thanks to customization, technology, and a desire for something sweet.
Sources:
QSR Magazine — “QSR’s Breakout Brand of 2024: Swig Pioneers a Beverage Revolution”
WVLT — “Popular dirty soda shop expanding in East Tennessee”
QSR Magazine — “Dirty Soda is Going Mainstream, and Swig is Leading the Charge”
Houston Chronicle — “Houston joins the dirty soda wave. Here’s what it is and where to find it”
Food Institute — “The Rise of Dirty Soda: A Trend Taking the Beverage Industry by Storm”
Editor’s Disclaimer: This article is based on publicly available reporting, company press releases, and industry analysis. Presence News did not conduct direct interviews with company representatives for this story. All quoted material is attributed to its original source.
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