The Dirty Soda craze, unpacked
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What is dirty soda, and is the booming trend a secret Mormon takeover of America? In this video, I drive 624 miles round trip to the heart of Utah to investigate the massive carbonation battleground and the historic 2015 dirty soda war between Swig and Sodalicious. A dirty soda is a highly customizable soda—typically featuring a base like Dr. Pepper mixed with coconut, vanilla cream, and pebble ice—that has seen billions of dollars rushing into the industry. But with rapidly expanding drive-thru brands like Swig, Houston Hot Chicken, and the 61-location Mo Bettahs capturing the market, we have to uncover why this sugary, highly customized beverage phenomenon is exploding far beyond its Utah roots.
To understand the true origins of the dirty soda craze, we have to explore the history of the LDS Church, Section 89 of the Doctrine and Covenants, and the Mormon Church’s historically confusing relationship with caffeine. The Word of Wisdom explicitly bans hot drinks like coffee and tea, which created a theological gray area for cold, caffeinated beverages like Coca-Cola. From a shocked 1918 report of Latter-day Saints drinking soda to a 1972 Priesthood Bulletin advising against habit-forming drugs, the Church of Jesus Christ of Latter-day Saints’ stance on caffeine remained complicated until official green lights were given in 2012 and 2019. This major cultural shift eventually led to the LDS university BYU selling caffeinated soda on campus in 2017, fueling the massive Utah dirty soda phenomenon recently popularized by shows like The Secret Lives of Mormon Wives.
However, labeling dirty soda as strictly an LDS phenomenon ignores the hard demographic data and the behavioral economics of American consumer habits. When comparing Salt Lake County (population 1,220,000) to America’s ultimate test city, Columbus, Ohio (Franklin County population 1,361,000), the age demographics are strikingly similar—such as 24% under 18 in SLC versus 23% in Columbus. The primary differences lie in racial demographics (85% White in SLC versus 63% in Columbus) and wealth, with Utah boasting a much higher median home value of $525,000 and a median income of $97,000 compared to Columbus’s $288,000 and $75,000, respectively. Just as Howard Schultz realized that 60% of Starbucks’ international sales come from cold beverages rather than traditional espresso, the Savory Fund recognized that Americans will happily spend their disposable income on a high-margin sugar and caffeine rush. Thanks to Beyond Meat for sponsoring this deep dive, and be sure to subscribe to the free newsletter for more insights, including the upcoming Utah cookie wars!
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@WRCzATL
June 3, 2026 at 12:42 pm
Face it; the point of this (and everything on YT) is 'content creation'. Doesn't matter what it's about.
@kero78
June 3, 2026 at 12:42 pm
Thank you for sharing how you incorporate plant based meals into your diet! It's not all or nothing, and I wish more people saw that!
@m1k3y48
June 3, 2026 at 12:42 pm
12:30 ok there we go, the moment dirty soda was described my first thought was "so they made less healthy soda"
@TheFeelsNY
June 3, 2026 at 12:42 pm
You're only 42?!?!?
@DigitalicaEG
June 3, 2026 at 12:42 pm
5:00 USA
@MrE30ftw
June 3, 2026 at 12:42 pm
Dirty mt dew is horrible btw
@brandont1639
June 3, 2026 at 12:42 pm
Ew. Utah. Gross. Land of the cultists.
@GarrettCrosgrove
June 3, 2026 at 12:42 pm
Nailed this video! As a born and raised Utahn, you should make a video called "Blanket Wars. featuring Minky Couture, Lola, and Saranoni. The marketing on these is crazy.
@Nowthatswhaticallsedona
June 3, 2026 at 12:42 pm
lol why the fuck they hating on hot drinks so weird
@dmug
June 3, 2026 at 12:42 pm
6:58 words cannot express how unappealing a Mormon run BBQ chain sounds.
@dmug
June 3, 2026 at 12:42 pm
… or I can coffee and drink beer is red of dirty soda.
@Ponchoed
June 3, 2026 at 12:42 pm
No tea or coffee but all sugar caffeined soda with more sugar syrup, cream, etc… AOK!
@iwontliveinfear
June 3, 2026 at 12:42 pm
13:17 Cold beverages are on the rise because global temperatures are on the rise.
I used to think I invented iced coffee back in 1989 because who wants to drink a hot coffee when it's 8am and it's already 90°F (32°C) outside.
Turns out it was invented in Algeria, in the 1840s because of course it was invented in one of the few places hotter than central Florida.
I drink my iced coffee like I drink my hot coffee. Black, and from literally anywhere other than Starbucks because they have the worst coffee.
@robertatkinson279
June 3, 2026 at 12:42 pm
I'm a member of The Church of Jesus Christ of latter-day saints. Here are a few things that I thought should be known about the doctrine of the word of wisdom. Joseph Smith allowed the sale of alcohol from his store the word of wisdom was originally more advice than a church standard you could say that alcohol, tobacco, tea, and coffee were not officially "baned" until 1921 when following the word of wisdom became a requirement to participate in temple worship. Members of the church ran breweries in the 1800's. The word of wisdom today includes illicit substances. The word of wisdom includes diet advice including grains, vegetables, and meat, but these are not "enforced" by the church. Something that may contribute to the Mormons didn't drink alcohol from the start myth may be that we don't use wine in our sacrament or communion. This was an early teaching in the church we believe any liquid may be used for the sacrament. I noticed in the comments that some people were supposed that the church had for-profit businesses. This has been the case since the church was founded as the leaders tried to find ways for the church to provide itself. The church has a lay ministry but it still needs to be able to build buildings, send out missionaries, provide humanitarian aid and so forth. In the early church they tried building a printing press. The church also teaches that all members should consecrate everything we own to the church, but we only actually donate 10% of our income through tithing and a certain amount of our choosing once a month as a fast offering. The church reports its finances once a year to the full membership during general conference. The church has not incurred any debt for about 119 years. This enables it to invest in humanitarian work, food storage, and family history research. As well as building more temples, meeting houses, and preserving historical sites. The membership of the church of Jesus Christ of latter-day saints is around 17.5 million worldwide.
@iwontliveinfear
June 3, 2026 at 12:42 pm
Phil, you need to get the better scrubber, 100% made in USA and won't leave dangerous metal bristles behind on your grill.
@blazertundra
June 3, 2026 at 12:42 pm
I didn't realize Larry H Miller was more than just a car dealership in Arizona. Now that the connection was established for me, it makes sense why there's a Sodalicious and a LHM car dealership in the most Mormon part of the Phoenix metro area.
Up until now, I assumed the whole dirty soda thing was some sort of tik tok fad that I missed. I tried the Taco Bell one recently. Not worth the extra price to have something that my friends and I would make during the summer as bored kids wanting a snack the day before grocery day. We might be out of goldfish crackers but there's plenty of milk and generic brand soda in the fridge.
(If you couldn't tell, I am not LDS and grew up in a state that didn't have many of them in it.)
@hittheboof1084
June 3, 2026 at 12:42 pm
I'm about to press play and I SWEAR TO GOD if you don't address the name I'm gonna unsub lol
@jointhefist1016
June 3, 2026 at 12:42 pm
Wouldn't think there's be enough business to have a restaurant just for mixed sodas
Actually if it worked and coffeeshops are a thing, this might too? But, still
@RussellB
June 3, 2026 at 12:42 pm
thank you for having a vegan sponsor instead of taking money from the most cruel industry like SO many other youtube vids I see.
@watts47
June 3, 2026 at 12:42 pm
I hadn’t heard of dirty soda until I saw it at Taco Bell last week
@Game_Hero
June 3, 2026 at 12:42 pm
The music is really soothing, just wanted to let you know that.
@gge3
June 3, 2026 at 12:42 pm
Swig and soak
@Connor-uu
June 3, 2026 at 12:42 pm
in fort mill we call it a stroad
@kiplinght
June 3, 2026 at 12:42 pm
Oh so its bubble tea for mormons
@clintbustwood4800
June 3, 2026 at 12:42 pm
15:32 that drive really did some psychic damage
@DemonTimeAlltheTime
June 3, 2026 at 12:42 pm
the mormons drinking LEAN!?
@97nelsn
June 3, 2026 at 12:42 pm
Mormons have somehow figured out social media dominance before most people and companies have and had a huge leg up starting with the first generation of Mormon Influencers in the early 2010s. Now they’re funding and expanding these businesses that have Mormon ties as part of their own agenda and with better knowledge of social media use. Of course, if you challenge their business, they will come out and attempt to silence you (like with Bricks & Minifigs).
@elsiestormont1366
June 3, 2026 at 12:42 pm
Dirty Soda came into my world just a month ago at McDonald's. I had no idea that this was an old thing in Utah. I figured it was a way to up-cycle plain soda pop with McCafé elements and sell them at a premium price. I didn't buy. It's cheaper to buy an iced coffee and add some Dr. Pepper from the fountain when there is room. 😉
@sewerfruit5638
June 3, 2026 at 12:42 pm
can they drink cold brew coffee?
@loudestnoise
June 3, 2026 at 12:42 pm
Love your videos, Phil, but the diabetes comment is off hand and isn't backed by science. Chronic illnesses don't need to be the punch line of your jokes.
@joshuapulsifer2243
June 3, 2026 at 12:42 pm
I’m struggling to understand the thread you’re making here… You set up the LDS history relating to Swig/caffeine, but your concluding thoughts have something to do with… “revealing” that a food trend has gone mainstream and lightly chastising Americans for drinking sugary beverages?
I’m a fan of your content and maybe that’s why I am being a bit critical… But I don’t know why this is attention worthy?
@DylanTypeX
June 3, 2026 at 12:42 pm
These are the same people that came up with "Soaking"…they need to pull their heads out of their rectums, before they get humbled by the origins of Mountain Dew.
@gregkurtz1677
June 3, 2026 at 12:42 pm
“Dirty soda” is what we used to call a “float” and it’s been around for decades. There’s nothing new under the sun. 🌞 😊
@reykorjandel
June 3, 2026 at 12:42 pm
Swap water grew up and rebranded.