Dutch Bros® Rolls Out the Pink Carpet for Third Annual National Passenger Princess Day

A new Pink Majesty Rebel, collectible car vent charms and a limited-edition online drop give passenger princesses everything they need to make it a full-on lifestyle

TEMPE, Ariz., Nov. 10, 2026 /PRNewswire/ -- 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.

About Dutch Bros Coffee
Dutch Bros Coffee® (NYSE: BROS) is a fun-loving, mind-blowing drive-thru specialty beverage leader dedicated to making a massive difference, one cup at a time. It was founded in Grants Pass, Oregon, in 1992 and now shares its vibrant culture and fully customizable drinks at 1,273 locations as of September 30, 2026. Dutch Bros Coffee serves a wide variety of unique, handcrafted beverages such as its exclusive Dutch Bros Rebel® energy drink, Myst Energy Refresher®, specialty coffee, nitrogen-infused cold brew, tea, lemonade, soda and more.

Dutch Bros Coffee is wholeheartedly focused on radiating kindness and sharing the Dutch Luv®. In addition to its mission of speed, quality and service, the Dutch Bros Foundation® is passionate about giving back to the communities it serves. Through local giving and annual nation-wide initiatives, the Dutch Bros Foundation makes impactful contributions to causes across the country.

To learn more about Dutch Bros Coffee, visit www.dutchbros.com, follow Dutch Bros Coffee on Instagram, Facebook & TikTok, and download the Dutch Bros app to order ahead, earn points and score rewards!

SOURCE Dutch Bros Coffee