Landlords are searching social media feeds to find the next big brick-and-mortar store that offers experiences too.

Swig, the “dirty soda” shop, has nearly 60 locations. It will add 400 additional franchises to its mix next year. JordanBree Photography

Pop star Olivia Rodrigo first posted a photo on Instagram in 2021 holding a “dirty soda” from Swig — a store that sells drinks like “Life’s a Peach,” a Dr. Pepper mixed with vanilla and peach syrup and half and half, or “revivers,” energy drinks blended with a variety of syrups and coconut creams. 

To some, the hype surrounding the sugary drink may be confusing. But the hashtag #dirtysoda has garnered over 152 million views on TikTok and Swig, seen as on the forefront of the product, has shops popping up across the country. Launched in 2010, the retailer is up to 56 locations to date — 18 of which have opened so far this year. Next year, the brand’s first franchises will open. It’s already sold 400 licenses. 

“When I was in Dallas, this last opening several people came up to me and said ‘I drove two hours to come try a dirty soda for the first time,’” Swig Founder Nicole Tanner said.

Since the emergence of e-commerce, retail landlords have feared the narrative asserting the death of brick and mortar. Now, they’re embracing the rise of unconventional retailers — many of which have gained prominence online and are more picky about where they want to have a physical presence.

Reason Not to Shop Online 

Those retailers are different from traditional tenants, not just in branding, but in that they offer shoppers an experience. They give consumers a reason to not to shop online. 

Pacific Retail Capital Partners (PRCP), which owns malls and plazas across the country, has a leasing division that scours the market for up and coming retailers. Among the best locations to search are Instagram and TikTok. 

Original story HERE