Dirty Soda Goes National — Sales Explode

Swig says its out-of-Utah shops are selling 40% to 50% more than its Utah stores, and the “dirty soda” playbook is now going national.

Story Highlights

Investor says non-Utah sales run 40% to 50% higher than Utah units
Chain reports operating across more than twenty states, with rapid adds
New leadership and franchise push aim to speed openings
Major backers fuel growth, branding, and market entry plans

Out-of-state strength anchors a fast expansion

Swig’s investor Andrew K. Smith said stores outside Utah outperform by about 40% to 50%, a gap that signals real demand beyond the concept’s birthplace.

That performance gives cover to open more units in new regions. The company reports a footprint that now spans more than twenty states, with more locations in the pipeline.

This is the story operators want: strong early cohorts, rising brand awareness, and a product that travels. That story helps attract landlords, lenders, and franchise partners.

Swig’s ‘dirty soda’ boom grows beyond Utah as investor touts ‘Starbucksification’ of soft drinks https://t.co/0SSqHUcZ6n

— FOX Business (@FoxBusiness) August 18, 2026

The appeal rests on a simple format: drive-thru speed, heavy customization, and playful flavor builds. Customers can order soda with cream, syrups, fruit, and add-ins that feel novel but easy to repeat. That mix turns a low-cost base into a premium treat and an everyday habit.

The result is a small-box beverage stop with high frequency potential. It is the same logic that powered coffee chains, now applied to soft drinks with a lifestyle gloss and a quick-service rhythm.

“Starbucksification” as a retail playbook, not a slogan

Leaders describe the plan as a “Starbucksification” of soda, which means more than fancy cups. It means standardized build-outs, consistent training, digital ordering, and product rituals that make the brand part of a daily route. The model rides social media, regional buzz, and clean unit design.

National Restaurant News and Restaurant Dive have tracked new executive hires and franchise roles aimed at pushing this plan into more markets, faster. The goal is scale with repeatable returns, not one-off wins.

Growth moves include appointing a president focused on expansion and a chief of franchise partnerships to sign and support multi-unit operators.

Franchise development deals, such as a ten-store agreement to enter Colorado Springs, show how the brand seeds a new metro with density from the outset.

This creates marketing flywheels, smoother supply lines, and labor pools that can flex across sites. Early entrants gain territory, while the brand builds a moat around key suburbs and commuter corridors.

Capital, credibility, and the march from hype to habits

The Larry H. Miller Company acquired a majority stake in Swig, adding capital depth and operational mentorship that many emerging chains lack. That backing helps secure real estate and withstand the bumps that come with fast builds. It also signals to cities and vendors that the brand aims to last.

The company and its partners highlight big store-count targets, but the sales lift outside Utah is the data point that speaks loudest right now. New-market strength is the hardest thing to fake.

Swig investor says ‘dirty soda’ chain is booming beyond Utah | Fox Business https://t.co/1OmgK2jwkw

— XPNAiiMODEDX26 🇵🇭 (@XPNAiiMODEDX26) August 18, 2026

Durable chains solve three basics: traffic, ticket, and repeat. Swig’s format hits all three. The drive-thru wins time. The mix-ins raise check size. The playful menu sparks loyalty and word-of-mouth.

If units continue to generate strong cash flow, many more franchises will sign on. If they do not, the growth narrative will slow. For now, sales momentum suggests the concept travels.