The first time Pop’s Social, a catering company in South Orange, N.J., that specializes in dirty soda, served an alcoholic drink at an event, something strange happened.

At the event in December, its nonalcoholic offering, a spiced pear-cider seltzer with vanilla and peach syrups, cream, lemon and cold foam, was a hit. The Prosecco-spiked version? Not so much.

“People were more interested in the mocktail than the cocktail,” Ali Greenberg, an owner of the business, said in an interview.

Dirty soda — a customizable blend of soda, flavored syrup, creamer and sometimes fruit, served over pebble ice — has been crossing into the mainstream for years, especially after the cast of “The Secret Lives of Mormon Wives,” the hit reality show that premiered in 2024, frequented Swig, the Utah chain that started it all.

But its reach has gone far beyond the Mormon corridor, and its rise in popularity has dovetailed with an overall decline in U.S. alcohol consumption. “There’s not a lot of Mormon people in our neighborhood,” said Greenberg. “But there are a lot of people who are sober-curious or not drinking.”

The reality show, which follows a group of Mormon influencers in Utah, helped popularize dirty soda beyond the Mountain States and inspired a wave of TikTok videos on the subject. Swig rapidly expanded — growing from 33 locations in Utah and Arizona in 2021 to now more than 150 locations in 16 states — along with other Utah chains, and spawned copycats nationwide.

Dirty soda has joined other Mormon cultural exports, like tradwife influencers, a “Real Housewives” franchise in Salt Lake City and Taylor Frankie Paul, the Bachelorette who wasn’t, that have captivated America.

With the recent rollouts of dirty soda at McDonald’s, Chick-fil-A and Dunkin’ — behold the Dunkin’ Dirty Soda: Pepsi, coffee milk and cold foam — and the appearance on grocery shelves of Dirty Mountain Dew and a coconut-lime Coffee Mate creamer for homemade dirty sodas, we may have reached peak dirty.

The idea for dirty soda came out of a desire for members of the Church of Jesus Christ of Latter-day Saints, which has millions of followers in Utah and surrounding states, to have more options for social drinking, as the church prohibits the consumption of alcohol, hot coffee and hot caffeinated tea.

When Swig introduced dirty soda in 2010, it filled a need, providing a pick-me-up for car-pooling moms and an after-school treat for their kids. It was quickly adopted by many in the community.

“In other cultures, parents go, they pick up their coffee in the morning, and for me and for a lot of my other friends’ parents, it was, ‘Let’s go pick up our dirty soda,’” Whitney Leavitt, a breakout star of “Mormon Wives,” said in an interview.

Leavitt was surprised when her dirty soda order became a recurring question from reporters in recent years. “They were so excited to hear all of the different syrups and creamers that we add to our drinks to make whatever your go-to dirty soda is,” Leavitt said. (Hers is sparkling water with sugar-free pineapple, sugar-free peach and sugar-free vanilla syrups, raspberry purée, a squeeze of lime, and fresh mint if she’s “feeling really fancy.”)

In April, Leavitt became the chief creative and brand officer at Cool Sips, a beverage chain based in New York that sells dirty sodas.

“Mormon Wives” inspired Kaitlyn Sturm, a 26-year-old mother of three from Jackson, Miss., to post recipes for dirty sodas on her TikTok. The one she makes the most contains Coke or Dr Pepper, homemade cherry syrup, a glug of coconut creamer and a packet of True Lime crystallized lime powder, which she combines in a pasta-sauce jar filled with pebble ice. “It kind of has become like a ritual, where I make one for my husband as well, and we have it most evenings,” Sturm said in an interview.

The trend has also hit fast-food menus. The new “crafted soda” menu at McDonald’s is riddled with dirty soda DNA. The Dirty Dr Pepper, with vanilla flavoring and a cold-foam topper, is the chain’s version of what has shaped up to be the universal dirty soda flavor. Since 2024, Sonic, beloved for its porous, soda-absorbing pebble ice, has offered “dirty” drinks — your choice of soda plus coconut syrup, sweet cream and lime.

These drinks might feel new, but there are antecedents in the Italian sodas of the ’90s (fizzy water and a pump of Torani syrup); the Shirley Temple (ginger ale or lemon-lime soda with grenadine and maraschino cherries); and the egg cream, a tonic of seltzer, chocolate syrup and milk. And what is a dirty Dr Pepper with cold foam if not a descendant of the root beer float? “It’s just a soda fountain from 125 years ago,” Kara Nielsen, a food and beverage trend forecaster, said in an interview.

Though Leavitt moved to New York City with her family in December, her dirty soda ritual has remained consistent, with one key difference. “In Utah, we don’t get to walk to dirty soda shops,” Leavitt said. “We have to drive there.”