What’s behind the 'dirty soda' boom?
5 Jun 2024
What’s behind the 'dirty soda' boom?

‘Dirty soda’ is booming across America. These sweet, simple concoctions underscore a cultural shift towards non-alcoholic options and a desire for diverse, social, and experimental drinking experiences. How can brands tap into the trend and cater to the growing ‘sober-curious’ market?

Rachael Dimit

Rachael Dimit is a youth culture expert who specialises in the world of internet virality and how brands can harness it. She’s a seasoned trend forecaster with over ten years of experience. She’s worked with brands like Nike, Chanel, and Pepsi to help them understand how to effectively harness trends.

Niloni Pomal

Niloni Pomal is an art director and the co-founder of Extra AF, a branding and creative studio. As a Gen Z individual, she is deeply immersed in tracking micro-trends to stay ahead of the curve.

Pari Bajoria

Pari Bajoria is a trend forecaster, cultural strategist, editor, and writer, with a background in fashion and lifestyle. She uses her skills to analyse global markets and tap into human behaviour through cultural research and is passionate about helping businesses stay ahead of the curve by analysing key trends and translating them into actionable insights. She believes that understanding cultural forces and using trends to foster positive changes is of utmost importance.