Swig is a drive-thru soda-fountain chain, founded in April 2010 in St. George, Utah. The brand is known for its popular "dirty sodas", soft drinks mixed with add-ins such as cream and flavored syrups. Swig is often credited as the originator of this concept, which has developed into a national consumer trend. The category's popularity has been fueled by social media engagement, strong consumer demand for personalization, and broad appeal across multiple demographics. The Knoxville market is centered in eastern Tennessee and is the state’s third-largest metro, after Nashville and Memphis. Knoxville covers nine counties: Anderson, Blount, Campbell, Grainger, Knox, Loudon, Morgan, Roane, and Union. The local economy is supported by the University of Tennessee and year-round tourism from the Great Smoky Mountains.