Gen Z is doctoring “heavy sodas” at gas station fountains throughout the country, and the phenomenon is deeply connected to economic realities: making one drink last all day is a practical response to having little money to play with and trying to stretch limited budgets.
At many gas stations across the Midwest and South, Gen Zers have discovered “heavy” options on soda-fountain machines, where the syrup-to-water ratio is boosted for extra sweetness and flavor. The drinks are intentionally made stronger to withstand dilution from melting ice, allowing the soda to taste like it typically does as the ice melts. The hack appeals to those who purchase a single, large drink and keep adding ice and water throughout the day, effectively extending the life—and value—of each purchase.
The economics behind the trend
Gen Z, shaped by rising inflation, stagnant wages, and the lingering effects of pandemic-era disruptions, faces an economic environment where disposable income is scarce and financial thrift is a necessity. Budgeting and saving are essential tools for navigating uncertain times, and small hacks like “heavy soda” embody this mindset.
Financial pressures drive Gen Z’s value-conscious behavior, but they’re also seeking social identity and shared experience through small indulgences. The soda hack is often documented and celebrated on TikTok, with users showcasing their creativity and thrift as points of pride. Economic constraints become part of a collective ethos: living large on little, and making the most out of limited means.
Beverage choices for Gen Z differ markedly from previous generations, with customization, affordability, and the chance for self-expression taking precedence over status or luxury. For many, a gas-station soda is no longer just a drink, but a miniature act of financial resilience—and a way to partake in trending culture even when funds are low.
Industry impact and prospects
Gas-station owners and beverage companies have taken note of the trend, with some locations offering labeled “heavy” options to meet demand. The broader $112.8 billion U.S. beverage market has seen Gen Z’s influence grow, but sales shifts increasingly reflect financial pressures. Even as Gen Z spending reached an estimated $2.7 trillion last year, according to eMarketer, and Nielsen predicts it’ll reach $9 trillion in the next five years, the reality is that per capita discretionary income and spending frequency are lower than previous generations.
In short, the rise of “heavy sodas” at gas-station fountains is as much about economic adaptation as it is about culture or health. Gen Z’s inventive soft drink hack mirrors their broader battle against inflation and scarcity—making one treat, one dollar, and one moment last far longer than ever before.
For this story, Fortune used generative AI to help with an initial draft. An editor verified the accuracy of the information before publishing.