The Dirty Soda craze, unpacked

Head to https://yt.link/pscUzfq to get my favorite Beyond Meat products!   / 159667768   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! Find me elsewhere: Instagram:   / philedwardsinc   Twitter:   / philedwardsinc   Patreon:   / philedwardsinc   Some music by the inimitable Tom Fox via Chromatic: https://tfbeats.com/ Where I get some music (Free trial affiliate link): https://share.epidemicsound.com/olkrqv My camera, as of February 2022 (affiliate link): https://amzn.to/3HDcWVz My main lens: https://amzn.to/3IteXEK My main light: https://amzn.to/3pjO0M8 My main light accessory: https://amzn.to/3M6eL0j