Colorado Springs to take a Swig

Why it matters: Social media fervor has turned the once-niche soda fad into a mainstream trend. Now, the Utah-based chain is making a nationwide push, fueled at least in part by its prominence in "The Secret Lives of Mormon Wives" reality show.

• The 10 Colorado stores are the first locations announced for the state.

Context: The Utah chain claims to have invented the dirty soda shop concept in 2010. The initial interest in these shops was mainly driven by Latter-day Saints, who don't drink coffee or alcohol.

Zoom in: Father-son duo Alex and Alan Knox are listed as the franchise owners of the 10-location deal, per a press release.

• The business model is similar to Dutch Bros' — with small location footprints and a goal of building a loyal following.

Dig in: Swig's menu offers sodas and energy drinks with customization options, like fruit puree or sweet cream.

• And pretzel bites.