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Drive-thru beverage chain Dutch Bros has introduced its 2026 holiday menu across its commercial estate of more than 1,225 locations, debuting two new seasonal liquid formulations, the brand's first themed bakery item, and returning festive beverage staples.

Available immediately for a limited operating window while supplies last, the seasonal rollout introduces Merry Magic and Sprinkle Cookie alongside established winter profiles Hazelnut Truffle and Candy Cane. The menu expansion is accompanied by the debut of the Holiday Sugar Cookie Cake Pop, marking the operator's first seasonal food introduction engineered to complement its beverage portfolio.

The commercial rollout pairs seasonal menu innovation with packaging design, introducing nine limited-edition holiday cup formats across adult, child, and pet serves to stimulate footfall and increase ticket sizes during the fourth-quarter trading period.

"The holidays are all about bringing people together and spreading joy. That's at the heart of everything we do at Dutch Bros and it's exactly what we wanted to capture with this year's holiday menu," said Tana Davila, Chief Marketing Officer at Dutch Bros.

Seasonal Beverage Formulations and Menu Architecture

The 2026 festive programme expands Dutch Bros' proprietary energy, coffee, and tea platforms across iced, hot, and blended formats:

🍒 Merry Magic: A fruit-forward formulation combining blackberry, peach, and cherry flavours, finished with festive candy toppings. The syrup profile is engineered across multiple liquid bases, available as an iced or blended Rebel Energy Drink, Myst Energy Refresher®, or lemonade.

🍪 Sprinkle Cookie: Translates traditional holiday sugar cookies into a beverage matrix, combining sweet bakery notes with Dutch Bros' aerated Soft Top® and holly-themed sprinkles. Available as a blended Freeze, iced latte, or iced chai latte.

🌰 Hazelnut Truffle: A returning seasonal favourite blending roasted hazelnut notes with rich chocolate milk, finished with fluffy Soft Top® and a caramel drizzle. Merchandised as an iced mocha, hot mocha, or mocha Freeze.

🍬 Candy Cane: Combines crisp peppermint flavour with chocolate milk, topped with Soft Top® and crushed candy cane sprinkles. Available across multiple builds, including iced or hot mochas, mocha Freezes, mocha cold brews, and classic hot cocoas.

Sprinkle Cookie Iced Latte

Espresso & Sprinkle Cookie Inspired Flavour with Soft Top® & Holly Sprinks.

Merry Magic Myst Energy Refresher

Sparkling Blackberry, Peach & Cherry with Holiday Candy. With Electrolytes & Antioxidants.

Hazelnut Truffle Mocha Cold Brew

Hazelnut & Chocolate Milk with Soft Top® & Caramel Drizzle

First Themed Bakery Item

A key operational development in this year's holiday campaign is the debut of Dutch Bros' first seasonal food item:

🎄 Holiday Sugar Cookie Cake Pop: A tree-shaped sugar cookie cake pop enrobed in white chocolate, decorated with festive drizzle and decorative sprinkles.

The introduction of themed bakery products allows the drive-thru chain to target higher food attachment rates at the window. Historically focused primarily on high-throughput liquid beverages, adding bite-sized, impulse-oriented confectionery items provides an operational method to lift average order value (AOV) without complicating back-of-house kitchen prep times or slowing lane speed.

Seasonal Packaging and Availability

To enhance consumer engagement and drive social sharing throughout the holiday season, Dutch Bros has launched an expanded collection of festive packaging:

Nine Themed Cup Formats: Featuring varied seasonal illustrations ranging from wrapped presents and snowflakes to jingle bells.

Segmented Target Demographics: Incorporates dedicated packaging executions tailored for children and pets, expanding the drive-thru gifting experience across household family routines.

The extensive packaging deployment reinforces brand visibility across consumer social channels while celebrating holiday traditions across its high-traffic drive-thru network.

Dutch Bros' complete holiday food and drink collection is available now across all 1,225-plus drive-thru shops nationwide throughout the festive trading window while seasonal supplies last.