Swig, the Utah chain credited with creating the dirty soda category, announced it will make its Massachusetts debut next year with plans for six drive-thru locations across Greater Boston. The company has not revealed exact addresses for any of the stores, but it expects to open its first Greater Boston location in early 2027.
The expansion is being spearheaded by Ryan Nolan, a partner with Athena Franchise Group, which has signed a multi-unit franchise agreement with Swig to bring the brand to the region, according to MassLive. Nolan said Swig’s brand is unlike anything else in the beverage industry, a pitch that has apparently resonated with real estate and franchise partners well beyond Utah’s borders. Founded in 2010 in St. George, Utah, Swig grew from a single drive-thru concept into a chain that now operates in 16 states with more than 150 locations, per the same report.
What Exactly Is a Dirty Soda
For the uninitiated, a dirty soda is a non-alcoholic beverage made by mixing a standard soft drink with flavored syrups, dairy or creamer, and often citrus, the outlet notes. Beyond its signature drink, Swig also specializes in water-based refreshers and caffeinated energy drinks called Revivers, and its menu includes pink frosted sugar cookies alongside branded tumblers and stickers for sale.
The concept’s roots trace back to Utah’s unique religious landscape. Dirty soda originated there partly because the doctrine of the Church of Jesus Christ of Latter-day Saints prohibits hot drinks like coffee and tea but permits cold caffeinated sodas, a distinction church leaders clarified in 2012, according to Scary Mommy. That religious backdrop created an everyday social culture built around customized soft drinks long before the concept caught on elsewhere.
From Regional Habit to National Viral Hit
The dirty soda trend broke out nationally after pop star Olivia Rodrigo posted a photo holding a Swig cup on social media in December 2021, a moment later amplified by the 2024 Hulu reality series “The Secret Lives of Mormon Wives,” as reported by Al Jazeera. Dirty sodas went on to become a TikTok mainstay, with creators customizing fountain sodas with creamer and fruit purees for their followers. That viral momentum has translated into real commercial advantages beyond Utah’s borders, according to private equity investor Savory Fund, which found that Swig locations operating outside its home state perform roughly 40% to 50% better financially than stores within Utah, per Fox Business.
Corporate Backing Fuels Rapid Expansion
Much of Swig’s aggressive growth traces back to a corporate ownership shift. Utah-based conglomerate Larry H. Miller Company acquired a majority stake in Swig in November 2022, while early investor Savory Fund and founder Nicole Tanner retained minority holdings, according to a release distributed via PR Newswire. That deal was designed to accelerate the chain’s multi-state store development and entertainment venue integrations…