You might have seen a Swig drive-thru open near you or a viral TikTok showing one of their colorful, custom drinks. Swig Dirty Soda has grown from a small Utah brand into a fast-rising beverage company known across the country. Now, it’s starting a new chapter.

Leading this growth is a new executive team with strong experience in growing brands, managing franchises, and keeping the brand’s identity intact even as it expands. If you’re interested in business growth, franchising, or beverage trends, Swig’s approach shows how strong leadership can push a brand forward.

In this blog post, we’ll explore how Swig Dirty Soda’s new leadership team is guiding the company into its next stage, staying true to its roots, and positioning itself as a leader in the fast-changing beverage industry.

How Swig’s New Executive Team is Driving the Next Phase of Brand Growth

1. Strategic Leadership Reshuffle to Strengthen Growth

Swig recently promoted Todd Smith to Brand President, showing its focus on steady, sustainable growth. Smith, who was formerly the Chief Consumer Officer, now leads real estate development, construction, and overall brand strategy. It highlights how important Smith has been in connecting with customers and improving Swig’s operations. His leadership helps the brand grow smoothly while keeping the creative and community spirit that made Swig Dirty Soda so popular. By choosing a leader who understands both customers and business operations, Swig is making sure its growth stays balanced. This approach helps the company expand without losing the unique identity that sets it apart.

2. Proven Franchise Expertise from a Fast-Growing Brand

To strengthen its leadership team, Swig brought in Shannon Swenson, the former Senior Vice President of Franchise Development at Dave’s Hot Chicken, to lead its franchise expansion. At Dave’s Hot Chicken, he helped the brand grow to more than 360 locations and secure over 1,000 franchise commitments, helping it reach a billion-dollar valuation. Her deep experience in managing multi-unit franchises, analyzing markets, and guiding large-scale rollouts gives Swig a strong advantage as it expands into new regions. It’s a smart move. Instead of expanding too fast or without structure, Swig is investing in strong systems, the right people, and clear processes to ensure lasting growth.

3. Aggressive Expansion Plans Across the U.S.

Swig is growing fast. By the end of 2025, the company expects to reach 146 stores, showing about 46 percent growth from where it stands now. This includes both company-owned and franchised locations, helping Swig expand quickly while keeping tight control over quality. With more than 500 franchise units already committed across the country, the brand’s growth momentum shows no signs of slowing down.

What makes this growth impressive is how balanced it is. Swig is expanding aggressively, but with careful planning. Each new store is opened in markets where demand is high, brand awareness is strong, and real estate fits its small, efficient store layout. For business owners and investors, this kind of well-structured growth is a good sign; it shows Swig is not just growing fast, but growing smart for long-term success.

4. Sustained Market Leadership in the Dirty Soda Category

Swig is known as the original creator of the dirty soda trend that started back in 2010. The idea of mixing sodas with flavor syrups, fruits, and creams quickly caught on with people who wanted something more exciting than a regular drink. Since then, big chains like Sonic, Taco Bell, and McDonald’s have tried their own versions. But Swig still leads the category it started. It sells fun, creativity, and a chance for customers to make something that feels uniquely theirs.

Swig’s team keeps things fresh by updating the menu with seasonal options, new flavor mixes, and catchy names that appeal to younger audiences. Its focus on customer experience, fast service, and community connection keeps it ahead of competitors. Even as more brands enter the space, Swig’s store sales and overall growth continue to rise. Being first helped, but what really keeps Swig on top is its constant innovation and commitment to giving customers something special every time.

5. Leveraging Celebrity and Cultural Influence

Swig’s popularity isn’t just because of its drinks, it’s also about how well it connects with culture. Celebrity moments, like Olivia Rodrigo’s viral photo holding a Swig cup, have helped the brand capture the attention of Gen Z audiences. Beyond social media, Swig has even been featured on shows like The Secret Lives of Mormon Wives, which ties the brand to everyday lifestyle and pop culture conversations.

This kind of natural exposure keeps Swig fresh and relatable. It also shows that successful branding today isn’t only about ads, it’s about storytelling that feels real and personal. Swig’s leadership team clearly understands this. With their direction, the company is expected to keep partnering with influencers, social media creators, and entertainment platforms to strengthen its fun, youthful image.

6. Smart Real Estate and Scalable Store Model

One of Swig’s biggest strengths is its flexible store design. The brand can run efficiently in spaces as small as 855 square feet, which opens doors for locations in both busy city areas and smaller suburban communities. This compact model also means lower buildout costs, ranging from about $511,900 to $1.1 million per store, depending on the location. For franchise owners, this setup allows for quicker openings, lower rent, and faster returns on investment. For Swig, it offers the freedom to expand into new markets with ease.

7. Focus on Product Simplicity and Innovation

The brand focuses on 23 main flavors, along with seasonal, limited-time drinks that keep customers excited. Fan favorites like the Texas Tab, Shark Attack, and Strawberry Breeze stand out because they’re not only tasty but also customizable to fit anyone’s preferences.

This streamlined menu helps Swig keep service quick and operations consistent across all stores. Still, it never feels boring; customers can mix and match flavors to make their own unique combinations. By keeping its menu small yet flexible, Swig has found the perfect balance between creativity and efficiency. It’s a smart approach that many other growing beverage brands could learn from.

8. Industry Validation and Investment Confidence

Both the industry and investors have shown strong confidence in Swig’s growth. In 2023, Franchise Times Dealmakers named Swig the “Deal of the Year,” recognizing its rapid rise and strong business model. That same year, the Larry H. Miller Company purchased a majority stake in the brand, while Savory Restaurant Fund stayed on as a minority franchising partner. The Larry H. Miller Company’s background in real estate and business development gives Swig extra support and resources to continue expanding strategically. 

9. Market Expansion Fueled by Industry Trends

Swig’s timing for expansion couldn’t be better. The dirty soda trend is exploding, with U.S. menu listings growing by more than 40 percent each year. While traditional soda sales are slowing down, Swig is reviving the category with its creative flavor blends, unique add-ins, and fun, hands-on drink experience. Today’s consumers want choice, personalization, and something enjoyable to share with friends, and Swig delivers exactly that. 

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