Dutch Bros® Rolls Out the Pink Carpet for Third Annual National Passenger Princess Day
November 9, 2026
Dutch Bros® Rolls Out the Pink Carpet for Third Annual National Passenger Princess Day
TEMPE, Ariz. (Nov. 10, 2026) - Every passenger princess has their own style and this year, Dutch Bros is helping fans find theirs. Wednesday, November 18 marks the third annual National Passenger Princess Day and Dutch Bros is taking the viral trend to the next level. Inspired by a popular social media trend with millions of impressions across Instagram and TikTok, the specialty beverage leader is turning the passenger princess lifestyle into a week-long celebration including a signature drink, exclusive merch and accessories to match.
For the first time ever, Dutch Bros is giving National Passenger Princess its own signature drink. Beginning Friday, November 13, the new Pink Majesty Rebel takes the throne. This pink Dutch Bros Rebel® energy drink is topped with crown sprinks, making it a sip fit for any passenger princess. It’s best enjoyed as a blended Rebel or lemonade.
To complement the new royal sip, the countdown continues with the ultimate front-seat makeover. Also launching on November 13, Dutch Bros is dropping a limited-edition Passenger Princess merch collection, available online only at 12 p.m. PST on the Dutch Bros Shop. The collection includes a fuzzy seat belt cover, a credit card wand for luxe payments, a bedazzled mini cup holder waste bin, an oversized sherpa-lined hoodie and more.
The week’s festivities build to a crowning moment on Wednesday, November 18, when National Passenger Princess Day takes over the drive-thru. For the ultimate finale, customers can grab one of three rhinestone car vent charms in-shop with every medium or large drink purchase starting at 5 a.m. local time on November 18, while supplies last! With three different designs, customers can go full princess mode by collecting them all.
“Drive-thru runs, car culture and self-expression are woven into who we are at Dutch Bros and passenger princesses are the undisputed star of those rituals,” said Tana Davila, Chief Marketing Officer at Dutch Bros. “Being a passenger princess is an energy, mindset and art, all on its own. This year, we wanted to elevate the whole experience with more ways for customers to celebrate that lifestyle, from our first-ever dedicated drink to the vent charms that dress up the dash.”
The Pink Majesty Rebel and car vent charms are available at all 1,273+ Dutch Bros locations, while supplies last.