A beverage expert weighs in on why this sugary social media favorite may fizzle out faster than you think

• Dirty sodas creamy, flavor-packed soft drinks have gone from a Utah cult favorite to a national craze with brands like Pepsi and Taco Bell joining in.

• Beverage expert Tony Vieira says the concept isnt entirely new people have been mixing milk, syrups, and soda for decades, from root beer floats to DIY Pepsi-and-milk concoctions.

• While trends come and go, Vieira believes dirty sodas could evolve beyond a fad, inspiring more creative dirty twists in both nonalcoholic and alcoholic drinks.

If youve scrolled through social media lately, youve probably seen people raving about dirty sodas fizzy drinks mixed with cream, syrups, and flavor shots. What started as a regional Utah favorite has bubbled into a national trend, with big names like Pepsi and Taco Bell getting in on the action.

But are dirty sodas the next big beverage boom or just another sugar-laden fad?

To find out, ConsumerAffairs spoke with Tony Vieira, a beverage industry veteran whos helped shape brands like Anheuser-Busch, Blue Moon, and White Claw. Vieira has watched countless drink trends rise and fizzle and he has some thoughts on where this ones headed.

The origins of dirty soda

While the idea of mixing soda with milk and other flavorings has gained widespread popularity recently, where did the trend originate?

My earliest recollection goes back to the 1970s when I drank Pepsi with milk, inspired by Penny Marshall from Lavern and Shirley, Vieira said. I was about 10 years old, and my entire neighborhood of kids gathered in my backyard to make our own Pepsi and Milk concoctions. Of course, root beer floats predate that moment.

One could also argue that cocktails were the original dirty sodas. And if we think about it further, what about coffee or tea? Who was the first person to add milk? In the broadest sense, dirty soda is at least as old as soda itself.

The recent craze

According to Vieira, the appeal of dirty soda appears to be driven by a confluence of cultural influences and market dynamics.

Consider the Coca-Cola Freestyle machines, created by Segway inventor Dean Kamen in 2009, he said. The Freestyle dispensers redefined soda dispensing in much the same way that the Instant Pot reinvented slow cooking.

Consumers were suddenly able to customize up to 150 different flavor combinations at the press of a button. This kind of customization could be considered a form of real-time dirty soda creation.

More recently, Vieira credits Swig, the Utah-based soda company that gained popularity for its appearance on the reality show The Secret Lives of Mormon Wives, for officially coining the term dirty soda.

Will the trend last?

While only time will tell if dirty sodas stand the test of time, Vieira believes this is one trend that has lasting potential.

I tend to view the beverage market through what I call a compound lens, he said. This framework allows the market to be analyzed through a series of focused perspectives that reveal specific consumer segments and emerging trends.

The concept of dirty soda seems to be rapidly evolving into what I would call a beverage formulation free-for-all. Both nonalcoholic and alcoholic companies alike are experimenting with new versions of dirty, from lemonades to functional beverages to mixed cocktails.

An expert explains how families can cut costs and why Medicaid might help

• Many state Medicaid programs cover incontinence supplies including adult briefs, pull-ons, and even catheters if theyre deemed medically necessary.

• Coverage and monthly limits vary by state, so checking your states Medicaid guidelines and getting proper documentation from a health care provider is essential.

• A medical diagnosis and prescription are key to accessing coverage and ensuring seniors receive the right products to manage their condition comfortably.

Managing incontinence isnt just a personal challenge it can also take a real financial toll.

Adult briefs, catheters, and other supplies can easily run between $50 and $200 each month, creating a steady expense that adds up fast for seniors and their caregivers. But theres good news: in many states, Medicaid can help cover the cost of incontinence products.

To learn more about what support is available and how families can access it, we spoke with Mica Phillips, Vice President at Aeroflow Urology, who shared practical advice on navigating coverage options and reducing out-of-pocket costs.

What products are covered by Medicaid?

Most state Medicaid programs cover medically necessary incontinence supplies, including adult briefs/diapers, protective underwear (pull-ons), pediatric briefs and pull-ups, and in many cases catheters.

Depending on the insurance plan and the patients needs, some policies may also cover supplemental supplies such as disposable bed pads or underpads (chux), gloves, and wipes.

Coverage can vary by state, so the exact products and quantities available will depend on the individuals Medicaid plan, the states guidelines, and documentation from a health care provider confirming medical necessity, Phillips explained. To make this easier, Aeroflow Urology offers state-specific Medicaid guides that explain which products are covered and the paperwork required.

Know your states monthly limits

While Medicaid can help consumers save on the cost of incontinence products, Phillips said that there are monthly limits.

Each state Medicaid plan sets monthly quantity limits for incontinence supplies based on medical need and the treating providers prescription, Phillips said.

These caps vary from state to state; for example, some plans cover a fixed number of diapers or pull-ups each month, while others may adjust quantities based on the patients documented condition.

Management is key

For those struggling with bladder or incontinence problems, Phillips hopes they know theyre not alone. On top of that, being proactive about it is key to optimizing management and having the highest quality of life.

The best first step is to talk to a health care professional, he said. A formal diagnosis not only helps patients better understand their condition but is also necessary for obtaining a prescription required by all insurance plans to approve coverage for incontinence products.

Beyond the clinical side, we encourage patients not to delay seeking help or feel embarrassed. Incontinence is common and manageable, and getting the right products can greatly improve comfort and quality of life.

Amazon, Google, Microsoft, Apple, and Coca-Cola lead 2025s loyalty rankings

Generative AI and always-on customer experiences are reshaping brand loyalty

Consumers expectations jumped 30% this year, but brands only met 911% of that demand

Amazon, Google, Microsoft, Apple, and Coca-Cola lead 2025s loyalty rankings

The 17th annual Brand Keys Loyalty Leaders List has named Amazon, Google, Microsoft, Apple, and Coca-Cola as the top five brands for customer loyalty in 2025, with digital platforms, entertainment ecosystems, and heritage icons filling out the rankings.

The report highlights how generative AI, immersive brand experiences, and rising consumer expectations are redefining what loyalty means in todays marketplace.

Loyalty gap widens as expectations soar

According to Brand Keys founder and president Robert Passikoff, consumer expectations have risen 30% year-over-year, while brands have only managed to meet 911% of that growth.

That gap is where brand loyalty lives, Passikoff said. Exposure to and experience with a brand whether at retail, via streaming, or through AI has never been more critical.

AI moves loyalty from transactional to predictive

Passikoff noted that AI is becoming the most important bridge across the loyalty gap. Currently, AI powers personalization and customer support, but the next wave will see generative AI companions serving as always-on brand emissaries.

Instead of static loyalty programs or simple points systems, AI will enable adaptive experiences that respond dynamically to customer needs, moods, or life stages. Consumers wont just be choosing brands; AI will be choosing for them, Passikoff said, based on trust, history, and context.

Entertainment, tech, and heritage brands dominate

The 2025 list shows how entertainment platforms and tech companies are surging alongside classic consumer goods. Paramount+, TikTok, and ChatGPT joined stalwarts like Coca-Cola and Levi Strauss in the top 20.

As AI weaves itself deeper into daily routines from shopping and media to mobility and health experts predict brand loyalty will shift from being transactional to relational, and eventually, predictive. Brands that teach their AI to be empathic, transparent, and aligned with consumer values may secure loyalty for a generation, not just a season.

Top 10 brand loyalty leaders of 2025

1. Amazon (Online Retail)

2. Google (Search)

3. Microsoft (Tech)

4. Apple (Smartphones)

5. Coca-Cola (Beverages)

6. Samsung (Smartphones)

7. Paramount+ (Video Streaming)

8. ChatGPT (AI)

9. TikTok (Social Networking)

10. Levi Strauss (Apparel Retailers)
    

3 big takeaways for marketers

1. Expectations are outpacing delivery

• Consumer expectations rose 30% year-over-year, while brands only managed a 911% gain.

• The widening expectation gap is where loyalty is won or lost.

2. AI is becoming the loyalty engine

• Generative AI companions will soon serve as always-on brand emissaries, personalizing experiences in real time.

• Loyalty programs must evolve beyond points and perks to dynamic, adaptive engagement.

3. Entertainment + heritage = loyalty mix

• Streaming platforms and AI leaders (Paramount+, TikTok, ChatGPT) now stand alongside classic consumer icons (Coca-Cola, Levi Strauss).

• Winning loyalty today means blending digital innovation with trusted legacy values.

Social Security recipients hoping to learn their 2026 cost-of-living adjustment (COLA) this month may have to wait

Social Security checks will continue despite the shutdown

But the 2026 cost-of-living adjustment (COLA) announcement may be delayed

Retirees are urged to budget conservatively until the official figure is released

Normally, the Social Security Administration (SSA) announces the annual COLA in mid-October. But the ongoing federal government shutdown has likely pushed that timetable back. While monthly benefits themselves will continue, the announcement of the adjustment may be suspended until inflation data is available.

Why the COLA matters

The COLA affects more than 71 million Americans retirees, people with disabilities, and surviving family members. It determines how much monthly Social Security checks increase to offset inflation.

In 2025, the average retired worker received about $1,940 per month. Even a modest percentage change can mean the difference between affording rent, groceries, or prescription drugs.

Recent years have seen unusually large COLAs due to higher-than-normal inflation. But without clarity on the 2026 figure, households on fixed incomes face uncertainty about their budgets for the new year.

The role of inflation data

Each years COLA is based on inflation data from the Consumer Price Index for Urban Wage Earners and Clerical Workers (CPI-W), compiled by the Bureau of Labor Statistics (BLS). If BLS staff are furloughed, the release of Septembers CPI report the final piece needed to calculate the adjustment could be delayed.

That delay would ripple through to SSA, preventing an on-time COLA announcement. The BLS has already missed its regular jobs report release because of the shutdown, underscoring the disruption.

What is still happening during the shutdown

Despite the uncertainty, Social Security checks are not at risk. Employees responsible for issuing payments are considered essential and will continue working.

Other SSA functions, however, could slow dramatically. Services like answering phones, processing claims, or verifying identities for new applicants may face significant backlogs.

Budgeting for uncertainty

Financial planners advise retirees to prepare for possible delays by budgeting conservatively. That means tracking inflation trends, holding off on large financial decisions, and maintaining flexibility until the official COLA figure is announced.

Uncertainty can influence choices such as whether to downsize housing, adjust Medicare coverage, or withdraw funds from retirement accounts. Experts warn that planning without knowing the adjustment could leave households exposed to risk.

Political backdrop

The COLA announcement is also shaping up as a political flashpoint. With Social Securitys long-term solvency already under debate, lawmakers opposed to shutdowns argue retirees shouldnt be caught in the crossfire of budget standoffs.

The latest estimate pegs the 2026 COLA at about 2.7%. Unless Septembers inflation data shows an unexpected shift, that number may hold. But until the government fully reopens and the BLS resumes publishing, millions of retirees will remain in limbo.

Prevention tips: how retirees can prepare during the delay

• Budget conservatively: Assume a modest increase until the official COLA figure is announced.

• Track inflation trends: Keep an eye on CPI updates and financial news for clues about the likely adjustment.

• Delay big decisions: Hold off on housing moves, major purchases, or Medicare plan changes until the COLA is finalized.

• Build flexibility: Keep a cushion in your budget to adjust when the new benefit amount is announced.

• Avoid : Be wary of anyone claiming they can provide early access to COLA information the SSA is the only official source.

What to do if youre affected by a delayed COLA announcement

• Check the SSA website regularly: Thats where the official COLA announcement will appear.

• Contact financial institutions cautiously: Banks and retirement planners may have estimates, but only SSA numbers are official.

• Dont panic about payments: Your monthly Social Security check will arrive on schedule regardless of the shutdown.

• Use estimated COLA figures for planning: Analysts currently peg the 2026 COLA at about 2.7%. While not guaranteed, it can be a placeholder for preliminary budgeting.

• Stay informed through trusted news sources: Government shutdown updates will signal when BLS data and SSA announcements may resume.