Hmmm.
My daughter was the exact opposite. She literally REFUSED to take anything in liquid form because no matter how they flavored it, she absolutely hated the taste. Thankfully, I discovered that she would take a pill any day. From the time she was 3, she was swallowing pills like a pro. No crying, gagging, fussing.......
I'm an adult and am currently taking lots of pills for pneumonia. Some of them are pretty big. Do I like it? NO. But really, you swallow one, drink liquids, it's over.
Your son is 10. He's of an age to reason with him. The brief, crappy taste of a pill is necessary to help him get well. I would guess that part of the problem is that he's never swallowed a pill before. He's going to have to learn to do it someday.
My advice is to try not to buy into the drama of it. It's a pill. You aren't asking him to eat a dirt sandwich. He can pop the pill in the back of his throat, take a big gulp of juice, water, whatever, and get the job done. The longer he keeps the pill in his mouth, the more it will dissolve and taste horrible.
I don't advise using anything bubbly, unless it's the only way he will do it, and the reason I say that is that the bubbles might make him burp up the icky taste of the pill. You certainly want to avoid that.
I hope I don't sound like I'm uncaring, because I'm not. My daughter used to fight, spit, scream, bite........until the doctor let her have a pill instead of liquid. It was a swallow and it was over. And she was LITTLE.
Your son is old enough that you can be matter of fact with him and he can understand you.
Are pills fun? NO
Do they taste good? NO
Can they be hard to swallow? YES
Is it the end of the world? NO
Would he rather just have a shot and get it over with?
He may have a very hyper sensitive gag reflex. But, if the kid can wolf down a couple of hot dogs or pieces of pizza, he can swallow a pill.
Encourage him and let him know that he can do it.
He's going to have to learn at some point.
Very best wishes to you and I hope he's better soon.