Swig Founder & Owner – Who Started It and Who Runs It Today

Swig is a popular drive‑through drink shop known for its customizable sodas called “dirty sodas.” These drinks mix classic sodas with flavored syrups, fresh lime, and creams, creating a beverage experience unlike any other. What started as a single shop in Utah has grown into a regional and now national brand with over 120 locations in the United States.

If you’re curious about who founded Swig, who owns it now, and who runs it today, this guide has everything you need to know.

Explore: The swig Menu

What Swig Is and Why It Matters

Swig is more than a soda shop. Its signature dirty sodas have become a trend in the beverage industry. Customers love Swig because it lets them customize drinks with unique flavors, syrups, and creamy toppings. This personalized experience is a big reason the brand grew quickly beyond its first location.

Who Founded Swig

The founder of Swig is Nicole Tanner (sometimes listed as Robison in older records). She started Swig in 2010 in St. George, Utah, along with her then-husband, Todd Tanner.

The concept was simple: offer fun, customizable soda mixes in a quick-service, friendly environment. Nicole saw early on that people enjoyed adding syrups and creams to their drinks, and that sparked Swig’s signature style.

• Founded: Nicole Tanner & Todd Tanner
  
• Year: 2010
  
• Location: St. George, Utah
  

Why the Founder’s Role Matters

Nicole Tanner didn’t just start a shop — she helped popularize the dirty soda trend. Swig even trademarked the term “dirty soda” as the drink mix concept gained popularity.

Her vision was simple but effective: make drinks fun, customizable, and nostalgic, reminiscent of soda fountains with a modern twist. This approach set Swig apart from traditional soft drink options and built a loyal customer base.

Swig’s Growth and Ownership Changes

After its early success, Swig began attracting outside investment to expand:

• 2017–2018: Majority stake purchased by Savory Fund, a private equity firm focused on growing food and drink brands.
  
• 2022: The Larry H. Miller Company acquired the majority ownership, buying out most of Savory Fund’s shares while Nicole Tanner and early partners retained minority stakes.
  

The Larry H. Miller Company is a privately held holding company with businesses in multiple industries, including sports, real estate, and retail. Owning Swig gives them a strong presence in the fast-growing beverage and quick-service market.

Who Runs Swig Today

While Nicole Tanner still holds a minority ownership stake, daily operations are managed by a professional executive team:

• CEO: Alex Dunn – leads operations and growth strategy
  
• COO and CMO: Work alongside the CEO to maintain quality and expand market reach
  

This structure allows Swig to scale beyond Utah while retaining influence from its founders and early leaders.

How Ownership Has Shaped Swig’s Brand

Being part of a larger company like Larry H. Miller Co. provides Swig with:

• Financial backing for expansion
  
• Strategic guidance for growth
  
• Resources to open new locations nationwide
  

Despite this growth, Swig maintains its original mission: providing a fun, customizable drink experience. The founder’s creative spirit remains evident in the menu and brand culture.

Why This History Matters to You

Key takeaways:

• Founder: Nicole Tanner, launched the first store in 2010
  
• Current Owner: Larry H. Miller Company holds majority ownership; Savory Fund and early partners retain minority stakes
  
• Leadership: Experienced executive team manages day-to-day operations
  

This combination of creative origin, strong leadership, and strategic investment explains how Swig grew from a small soda shack to a nationwide brand.

FAQs About Swig Founder & Owner

1. Who started Swig?
Swig was founded by Nicole Tanner and Todd Tanner in 2010 in St. George, Utah.

2. Does the founder still own Swig?
Yes. Nicole Tanner retains a minority ownership stake. The Larry H. Miller Company owns the majority.

3. What does the Larry H. Miller Company do?
It is a private holding company with investments in multiple industries, including beverage, sports, and retail.

4. Who runs Swig now?
Swig is led by CEO Alex Dunn and a professional management team overseeing operations and growth.

5. Why did Swig sell majority ownership?
Selling to a larger investor enabled faster expansion and helped Swig become a national brand.