Care for a dirty soda? Drink trend becomes a US obsession

Full article available at Al Jazeera.

The viral rise of dirty soda may seem like another fleeting social media trend, but as Al Jazeera explores, its popularity reflects much deeper shifts in consumer behavior. Built around endless customization, affordable indulgence, and highly shareable visual appeal, dirty soda has expanded from a regional Utah phenomenon into a national beverage movement. As restaurants and beverage brands rush to participate, the trend underscores consumers' growing appetite for drinks that feel personal, experiential, and worthy of repeat visits.

In the article, The Culinary Edge President Graham Humphreys explains that dirty soda's success isn't simply about sweetness or novelty—it's about creating a beverage experience that consumers can make their own. His perspective highlights how customization, low-barrier indulgence, and flexible menu platforms are reshaping beverage innovation across foodservice. Rather than viewing dirty soda as a one-off fad, Graham points to it as evidence that beverages have become one of the industry's most powerful vehicles for differentiation, guest engagement, and incremental growth.