National Passenger Princess Day returns for its third year on Wednesday, November 18, 2026, and Dutch Bros is stretching the celebration into a full week. Starting Friday, November 13, the drive-thru beverage chain is adding a new drink called the Pink Majesty Rebel and releasing a limited-edition merch collection online. The week wraps up on November 18 with rhinestone car vent charms handed out in shops with qualifying drink purchases. More Eat & Drink News
National Passenger Princess Day Falls on November 18
Dutch Bros created the day around a social media trend that has drawn millions of impressions on Instagram and TikTok. The term refers to the person riding shotgun who gets to relax while someone else drives. This is the third year the company has marked the occasion, and the first time it has run for a full week with its own drink.
The Pink Majesty Rebel Arrives November 13
The Pink Majesty Rebel is the first drink Dutch Bros has made specifically for National Passenger Princess Day. It is a pink version of the Dutch Bros Rebel energy drink topped with crown-shaped sprinkles. The company suggests ordering it as a blended Rebel or as a lemonade. It goes on sale Friday, November 13, at all Dutch Bros locations while supplies last.
The Merch Collection Is Online Only
A limited-edition Passenger Princess merch collection also goes on sale November 13 at 12 p.m. PST, which is 2 p.m. Central, through the Dutch Bros Shop. The collection is not sold in stores. Items include:
- A fuzzy seat belt cover
- A credit card wand
- A bedazzled mini cup holder waste bin
- An oversized sherpa-lined hoodie
Dutch Bros says the collection includes other items beyond those listed.
Car Vent Charms Come With Drink Purchases on November 18
On National Passenger Princess Day itself, customers can get one of three rhinestone car vent charms with the purchase of any medium or large drink. The charms are available in shops starting at 5 a.m. local time on Wednesday, November 18, while supplies last. There are three different designs, so collecting the full set takes at least three drink purchases.
Where the Drink and Charms Are Available
The Pink Majesty Rebel and the car vent charms are available at all of the more than 1,273 Dutch Bros locations. Both are limited to available supply, so timing matters for anyone hoping to get a specific charm design. The merch collection is the only part of the celebration that is not offered at the drive-thru.
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