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Mormon-born ‘dirty soda’ may replace coffee, alcohol as go-to drink as trend spreads across US
- The 'dirty soda' trend, born in Utah, is spreading to the Southeast and East Coast as beverage chains expand.
- Dirty soda mixes popular sodas with syrups, purées and cream to create customized drinks that appeal to younger customers.
- LDS followers traditionally abstain from alcohol and coffee, but soda is permitted within the community.
- Swig, a Utah-based chain, is credited with popularizing dirty soda and now operates about 140 locations across 16 states.
- New East Coast openings include FiiZ’s Connecticut store and planned expansion into the Southeast and East Coast.
- Industry observers link the trend to broader beverage innovation and a decline in alcohol consumption among youth.
- Media exposure, including Hulu's The Secret Lives of Mormon Wives, helped bring attention to dirty soda orders.
- FiiZ emphasizes that the business is about more than soda, offering beverages plus snacks and customizable options.
- Market growth includes expansion into the Northeast and other regions beyond Utah.
- Industry commentary compares dirty soda to the craft beverage movement and its social photo appeal.
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