The dirty soda craze has taken America by storm over the past few years.
Now one unexpected partnership is about to give this viral trend a twist that nobody saw coming.
And Secret Lives of Mormon Wives star Jessi Ngatikaura just made a shocking announcement that will change how Americans drink soda forever.
RumChata teams up with reality star to spike the dirty soda trend
Dirty soda started as a regional favorite in Utah but exploded into a nationwide obsession that has racked up more than 700,000 mentions on TikTok.
The beverage mixes soda with flavored syrups and cream to create a sweet concoction that has captivated social media users nationwide.
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Now RumChata, the horchata-inspired cream liqueur, is putting an adult spin on the viral trend by partnering with reality star and digital creator Jessi Ngatikaura.
Cashing in on the trashy Secret Lives of Mormon Wives reality show craze
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The duo launched "The Spiked Dirty Soda Squad," a summer campaign that invites fans to remix dirty soda with a boozy twist.
"Dirty soda has become a full-on cultural phenomenon, and we saw the perfect chance to give it a ‘spiked’ twist with RumChata," Brandon Lieb, Vice President at Spirit of Gallo said in a statement.
The timing couldn’t be better as Pinterest featured dirty soda on its 2025 trend forecast, proving this isn’t just a passing fad.
RumChata’s smooth, creamy consistency and distinctive cinnamon-vanilla taste makes it a perfect match for the dirty soda phenomenon.
The recipe is surprisingly simple – just pour chilled soda like cola, root beer, or cream soda into a cup with ice, let the bubbles settle, then add a shot of RumChata.
Reality star brings authentic connection to viral campaign
Jessi Ngatikaura isn’t just a hired spokesperson for this campaign – she’s been obsessed with dirty soda for years.
"I’ve been obsessed with dirty soda for years—it’s my go-to," Ngatikaura said. "Teaming up with RumChata to ‘spike’ the trend just made sense. It’s fun, unexpected, and totally delicious."
Her signature drink is called the "Dirty Secret Soda" and combines cola with a shot of RumChata.
The partnership makes perfect sense since Ngatikaura has been close to the dirty soda trend from the beginning, giving her street credibility that other celebrity endorsements often lack.
RumChata is running a contest through June 27 where fans can enter on Instagram for a chance to join Jessi’s "Spiked Squad."
One winner and two guests will score a trip to Salt Lake City – the birthplace of dirty soda – for a weekend of content creation, brand experiences, and a hairstyling session with Jessi.
The contest brings fans into the action
To enter the contest, fans need to comment on RumChata and Jessi’s Instagram post with their own "spiked" dirty soda recipe, their signature tagline, and why they want to join the squad.
The entry must include the hashtag #RumChataContest and be submitted by June 27.
This approach gets fans actively participating instead of just watching from the sidelines.
The contest is open to legal residents of the United States who are 21 or older, though Alaska, Hawaii, Utah, and Virginia are excluded.
RumChata has grown steadily since launching in 2009 and now ranks as the second-best-selling cream liqueur in America.
The brand blends premium Caribbean rum that’s been distilled five times with authentic Wisconsin dairy cream and aromatic cinnamon spices.
Social media trend meets adult beverage innovation
This partnership represents something bigger than just another celebrity endorsement deal.
It shows how established alcohol brands are finding creative ways to tap into viral social media trends.
Dirty soda’s massive social media presence makes it an attractive target for brands looking to reach younger adult consumers.
The campaign also demonstrates how reality stars and digital creators have become powerful marketing partners for major brands.
Whether this partnership will help RumChata capture more market share remains to be seen, but it’s certainly generating buzz at the perfect time for summer drinking season.