Date of Graduation

5-2026

Document Type

Thesis

Degree Name

Bachelor of Science in International Business

Degree Level

Undergraduate

Department

Marketing

Advisor/Mentor

Dr. Sarah Grace

Abstract

This research explores the rise of dirty soda in the United States and how a simple customizable beverage evolved into a cultural ritual shaped by social media, treat culture, and the lifestyle norms of the LDS community. It analyzes the cultural meaning behind Swig’s popularity, including how influencers and online aesthetics transformed the drink into a status symbol and daily indulgence. This study also compares U.S. and Spanish cultural values, including individualism, indulgence, and social rituals, to determine how Swig must adapt its product, branding, and store model for successful expansion into Spain. Findings reveal that while dirty soda thrives in the U.S. as a personal treat and convenience‑driven habit, Spain’s collectivist culture and merienda tradition require repositioning the drink as a shared social experience. Although Swig’s American identity cannot be directly imported, strategic localization in flavors, packaging, store design, and social media campaigns can integrate the brand into Spanish daily life. The results suggest that Swig can enter Spain’s growing non‑alcoholic and craft beverage market, but only through cultural adaptation rather than replication.

Keywords

Dirty soda; Cross‑cultural marketing; Spanish consumer culture; Social media diffusion; Beverage market adaptation

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