Swig Adds New Mexico Deal to 103-Shop US Development Pipeline

Swig has signed a 14-location franchise development agreement for New Mexico, extending a run of US deals covering 103 planned shops across seven markets since May. Sibling operators Heather Berry and Brock Stokes will lead the latest expansion, with their first location targeted to open by the end of summer 2027.

Experienced franchisees lead New Mexico expansion

The agreement, reported by Franchise Herald on 22 October, brings the customised beverage brand into New Mexico with operators who already have nearly a decade of multi-unit franchise experience. Franchise Times subsequently reported that Berry and Stokes’ background includes operating with Crumbl.

Albuquerque and Santa Fe are among the places identified for the expansion. Although the first opening has a summer 2027 target, timings for subsequent locations have not been disclosed. The agreement therefore establishes a development commitment rather than an immediate addition of 14 trading shops.

That distinction matters when assessing the announcement. Signing a multi-location deal adds to Swig’s future development pipeline; the opening of the first shop will be the initial delivery milestone for the sibling partners.

For the US franchise community, the appointment also provides another example of existing franchise operators taking their experience into a different brand. Berry and Stokes bring prior multi-unit experience to the project, although the reports do not set out the staffing or operating arrangements for their Swig locations.

Seven agreements cover 103 planned locations

The New Mexico deal is the seventh franchise development agreement Swig has announced since May, according to Franchise Herald. Together, those agreements account for 103 locations committed to development over roughly five months.

The six earlier agreements covered:

• 10 locations in Colorado Springs;
• six locations in South Texas;
• 13 locations across Chicago’s south-western suburbs;
• 38 locations in Kansas City;
• 11 locations in South Denver;
• 11 locations in Washington State.

Kansas City represents the largest individual commitment in that group, at 38 locations. New Mexico adds a further 14, while the two Colorado agreements together cover 21 planned shops in separate markets.

The spread of agreements gives Swig a development pipeline extending beyond its Utah origins into several parts of the United States. It also shows why the headline total needs to be read as planned development, not as the number of shops already added to the network. The 103 figure relates to commitments under the seven agreements, rather than completed openings during that period.

Washington adds another western growth route

Alongside the New Mexico expansion, Swig’s Washington agreement provides a second western development route with a named operating team. Entrepreneurs Sean Collins, Jared Collins and Ramey Mills are behind the 11-location commitment through Summit Management Group, according to Franchise Times’ 27 October report.

The two agreements together cover 25 planned shops in New Mexico and Washington. They involve separate franchise groups, rather than one operator taking responsibility for both states.

Franchise Times reported that Swig had nearly 170 shops across 17 states. That provides a snapshot of the existing network against which the development announcements can be viewed, without treating future commitments as operating locations.

Swig opened its first shop in St. George, Utah, in 2010. Its expansion centres on customised beverages commonly described as “dirty soda”, with the latest agreements taking that offer into additional US markets.

From signed commitments to local openings

The next concrete milestone disclosed for the New Mexico agreement is the first opening by the end of summer 2027. Beyond that target, the available announcements do not establish a shop-by-shop opening schedule.

For prospective franchisees, the useful lesson is to distinguish between a brand’s trading footprint and its contracted pipeline. Swig’s seven agreements demonstrate development activity, while the New Mexico timetable provides an initial point at which one part of that pipeline is expected to become operational.

Practical takeaway: When assessing a multi-unit franchise announcement, check who will operate the locations, which markets are covered and when openings are expected. Signed development commitments and open shops measure different stages of growth.