Swig (shop)
{{Short description|Drink shop selling soft drinks and cookies}}
{{Other uses|Swig (disambiguation){{!}}Swig}}
{{Use mdy dates|date=April 2024}}
{{Infobox company
| name = Swig
| logo = Swig_soft_drink_shop_logo.png
| founded = {{Start date and age|2010}}
St. George, Utah
| founder = Nicole Tanner
| hq_location_city = Lehi, Utah
| num_locations = 101
| num_locations_year = Jan 2025
| area_served = United States of America
| key_people = Alex Dunn (CEO), Chase Wardrop (COO), Dylan Roeder (CMO)
| products = soft drinks, cookies, pretzel bites
| num_employees = 500+
| num_employees_year = 2020
| parent = Larry H. Miller Company
| website = {{URL|www.swigdrinks.com}}
}}
Swig is a drive-through soda-fountain chain primarily located in the western United States. The chain, known for its popular "dirty sodas", was founded in April 2010 by Nicole Tanner in St. George, Utah. Since then, Swig has experienced steady growth and, as of January 2025, operates locations in fourteen states. Swig's majority owner is Larry H. Miller Company (LHM), with the Savory Fund having a minority interest.{{Cite web |title=Swig |url=https://swigdrinks.com/ |access-date=September 8, 2022 |website=swigdrinks.com}}{{Cite news |last=Petersen |first=Victoria |date=December 6, 2021 |title=In the Mountain West, the 'Dirty' Soda Rush Is On |language=en-US |work=The New York Times |url=https://www.nytimes.com/2021/12/06/dining/swig-soda-shop-chains.html |access-date=September 9, 2022 |issn=0362-4331}}
History
Inspired by childhood memories of grabbing cold Cokes from her grandparents' fridge, Nicole Tanner founded Swig in 2010 as a drive-thru specialty soda chain. Her first location, a small 700-square-foot space across from Utah Tech University, initially charged just $1 to entice customers to try the unique twist on soda.{{Cite web |last=Klein |first=Danny |date=2025-01-06 |title=QSR's Breakout Brand of 2024: Swig Pioneers a Beverage Revolution |url=https://www.qsrmagazine.com/story/qsrs-breakout-brand-of-2024-swig-pioneers-a-beverage-revolution/ |access-date=2025-01-06 |website=QSR Magazine |language=en-US}}
Swig quickly caught on with the local community and became a go-to spot, serving as a tempting substitute for potential vices. As other soda shops began popping up around Utah with similar offerings, Swig trademarked the term "dirty soda" in 2013, solidifying its status as the pioneer of the burgeoning specialty beverage segment.
Savory Fund took a majority stake in the business in 2017. The partnership fueled a period of growth, with Swig expanding its footprint to 40 locations within five years.
Savory Fund remains an equity and operational partner, but in 2022, LHM became the majority owner after a significant investment. Alex Dunn, who is a managing partner at LHM, became the CEO in 2024.
In 2015, Swig sued competitor Sodalicious over their use of the term "dirty soda", which Swig stated it had trademarked in 2013.{{Cite news |last=Turkewitz |first=Julie |date=November 30, 2015 |title=In Utah Feud Over 'Dirty' Sodas, Flavored Darts Are Fired |url=https://www.nytimes.com/2015/11/30/us/utah-soda-wars.html |access-date=September 8, 2022 |work=The New York Times |language=en-US |issn=0362-4331}}{{Cite web |date=November 8, 2017 |title=Utah's 'dirty soda' war ends in a settlement |url=https://www.fox13now.com/2017/11/08/utahs-dirty-soda-war-ends-in-a-settlement |access-date=September 8, 2022 |website=KSTU |language=en}} Sodalicious argued that the term was generic and thus could not be trademarked. The lawsuit ended with an undisclosed settlement in 2017.
By 2017, Swig had 16 locations and more franchise offers from outside of Utah.{{Cite web |date=February 4, 2021 |title=Swig Shoots for Soda Supremacy |url=https://newsroom.siliconslopes.com/news/swig-shoots-for-soda-supremacy/ |access-date=September 8, 2022 |website=Silicon Slopes Newsroom |language=en}} The same year, Nicole Tanner sold the chain to the restaurant management firm Four Foods Group. As of 2018, the company headquarters is located in Lehi, Utah.{{Cite press release |date=October 25, 2018 |title=New Look for Beloved Utah Custom Soda Chain |url=https://www.businesswire.com/news/home/20181025005572/en/New-Look-for-Beloved-Utah-Custom-Soda-Chain |access-date=September 8, 2022 |website=www.businesswire.com |language=en}} In 2021, Swig expanded into Idaho, Oklahoma, and Texas.
On November 22, 2022, LHM purchased a majority stake in Swig. Savory Fund, Nicole Tanner, Chase Wardrop, Dylan Roeder each retained significant minority equity in the chain.{{cite news |last1=Williams |first1=Carter |title=Larry H. Miller Company acquires majority stake of Utah 'dirty soda' chain |url=https://www.ksl.com/article/50524041/larry-h-miller-company-acquires-majority-stake-of-utah-dirty-soda-chain- |access-date=December 14, 2022 |work=KSL.COM |date=November 22, 2022}}
In 2023, Swig announced that it would open 25 corporate-owned locations and start a franchising program.{{cite news |last1=Coley |first1=Ben |title=Rising Beverage Chain Swig Sold to the Larry H. Miller Companies |url=https://www.qsrmagazine.com/fast-casual/rising-beverage-chain-swig-sold-larry-h-miller-companies |access-date=February 10, 2023 |work=QSR |date=November 22, 2022}} Megaplex Theatres will start selling Swig products in 2023. Swig had plans to open locations in Florida, North Carolina, South Carolina, Tennessee, Arkansas, Missouri and Idaho. Roughly 250 new locations are planned.{{cite news |last1=Garcia |first1=Juliana |title=Swig, a 'dirty' soda company, wants to open a Mission shop |url=https://shawneemissionpost.com/2023/06/26/swig-soda-mission-205068/ |access-date=June 29, 2023 |work=Shawnee Mission Post |date=June 26, 2023}}{{cite news |last1=Stefanich |first1=Logan |title=Utah-based Swig is bringing its 'dirty' sodas to 250 more stores in 7 new states |url=https://www.ksl.com/article/50720277/utah-based-swig-is-bringing-its-dirty-sodas-to-250-more-stores-in-7-new-states |access-date=November 2, 2023 |work=KSL |date=September 2, 2023}}
In late 2023, Swig announced that it was expanding into San Antonio, Texas with two locations.{{cite news |last1=Rocha |first1=Polly Anna |title=Dirty soda franchise plans second location before first one even opens |url=https://www.mysanantonio.com/food/article/san-antonio-swig-18576189.php |access-date=January 8, 2024 |work=MYSA |date=December 27, 2023}} In early 2024, Swig announced the opening of a third San Antonio location in the Alamo City neighborhood.{{cite news |last1=Stinson |first1=Katherine |title=Swig Soda is adding a third location in San Antonio. Here's where. |url=https://www.mysanantonio.com/food/article/swig-third-san-antonio-location-18678305.php |access-date=March 1, 2024 |work=My San Antonio |date=February 20, 2024}} In 2023, Arkansas opened its first franchise location in Rogers.{{cite news |author1=Staff |title=Swig Opens First Franchised Store in Arkansas |url=https://www.qsrmagazine.com/news/swig-opens-first-franchised-store-in-arkansas/ |access-date=3 June 2024 |work=QSR |date=3 November 2023}}
In 2024, Swig featured prominently in the television show The Secret Lives of Mormon Wives. The chain was initially surprised by the attention from the show but quickly pivoted to leverage it for marketing purposes. Swig's TikTok account features numerous videos of the same drinks ordered by cast members being prepared.{{cite news |last1=Walker |first1=Julie |title='The Secret Lives of Mormon Wives' gives dirty soda shop Swig unexpected publicity |url=https://www.prweek.com/article/1891003/the-secret-lives-mormon-wives-gives-dirty-soda-shop-swig-unexpected-publicity |access-date=7 October 2024 |work=PR Week |date=4 October 2024}}
In late 2024, Swig opened its first location in Kansas City, Missouri.{{cite news |last1=Thompson |first1=Jenna |title=Viral ‘dirty’ soda chain opens first Kansas City area spot, attracting long lines |url=https://www.yahoo.com/lifestyle/viral-dirty-soda-chain-opens-153629228.html |access-date=7 November 2024 |work=Kansas City Star |date=23 October 2024}} Swig also opened a location in Alcoa, Tennessee on June 21, 2024. As of June 2024, Swig had 81 open locations in seven states.{{cite news |last1=Chandra |first1=Fiona |title=Everything You Should Know About Dirty Soda Chain Swig|url=https://www.chowhound.com/1704297/facts-about-dirty-soda-chain-swig/ |access-date=6 December 2024 |work=Chow Hound}} By January 2025, the number of Swig locations had grown to 101.{{cite news |last1=Farrar |first1=Thomas |title=Dirty soda chain Swig to open new location in Conway |url=https://katv.com/news/local/dirty-soda-chain-swig-to-open-new-location-in-conway-exchange-avenue-dave-ward-drive-facebook-chamber-of-commerce-secret-lives-of-mormon-wives |access-date=4 February 2025 |work=ABC7 |date=29 January 2025}}
Products
Swig is known for their "dirty" sodas, which are made by mixing base name-brand sodas such as Coca-Cola or Dr Pepper with add-ins such as flavored syrups, creams, and fruit-purees.{{Cite web |date=September 21, 2020 |title=Why Swig is One to Watch |url=https://www.qsrmagazine.com/emerging-concepts/why-swig-one-watch |access-date=September 8, 2022 |website=QSR magazine |language=en}} Swig also sells non-soda beverages and energy drinks fortified with extra caffeine. The chain has a limited food menu that includes sugar cookies with pink frosting, salted pretzel bites, and limited time offer treats.{{cite news |last1=Thompson |first1=Myron |title=Swig brings its 'dirty sodas' to Tennessee for the first time. Here's where it is open |url=https://www.knoxnews.com/story/money/business/2024/07/03/swig-in-alcoa-has-dirty-sodas-to-cool-you-down/74221615007/ |access-date=3 July 2024 |work=Knoxville News Sentinel |date=3 July 2024}}{{cite news |last1=Parker |first1=Lara |title=People Across Utah Are Obsessed With "Dirty" Sodas. Here's Everything You Need To Know. |url=https://www.yahoo.com/lifestyle/internet-obsessed-dirty-soda-shops-230058694.html |access-date=7 November 2024 |work=Yahoo!}}
As of 2024, "dirty soda" chains were growing in popularity across the United States. This carbonated drink has already gained a strong following in the mountain states, partly due to the fact that many members of the Church of Jesus Christ of Latter-day Saints abstain from alcohol and coffee. This makes these sodas an appealing choice. A soda becomes "dirty" when it's mixed with flavored syrup and cream.{{cite news |last1=Wentland |first1=Emillee |title=Swig Makes a Splash in Dirty Soda Space |url=https://www.franchisetimes.com/franchise_mergers_and_acquisitions/post-close/swig-makes-a-splash-in-dirty-soda-space/article_06bbd5d8-3983-11ef-99d7-f749440ee156.html |access-date=27 July 2024 |work=Franchise Times |date=10 July 2024}}
Franchises
As of 2024, opening a Swig shop demands an initial investment between $504,900 and $1.1 million, as detailed in its franchise disclosure document. In 2023, company-owned store revenues ranged from $574,553 to $1.65 million. In 2023, Swig launched 14 new stores, including two franchised locations.
As of 2024, Swig had contracts to open about 500 stores. Swig says it can complete this buildout within five to seven years; The company anticipates new locations in Idaho, Texas, the Midwest, the Carolinas, and Florida.