Marketed as 'nature’s Gatorade', Vita Coco has become popular way beyond the gym. It has a 60% market share in the US, and over 90% in the UK, where it’s the fastest-growing non-alcoholic drinks brand. But just how did Vita Coco turn coconut water into a global phenomenon?

When Coca-Cola brought back '90s favourite Surge, it sold out online within hours. And it's not the only 'revival brand' that's been brought back due to nostalgic consumer demand. But what makes a brand re-issue a discontinued product? And what's driving Gen Y's nostalgia trip?

A ‘cup of Joe’ has become a staple in the American diet. At one end of the market Starbucks has made a name for itself selling flavoured coffees, and at the other end ‘gourmet’ coffee has become a daily choice for 34% of Americans. But can rare brews and a theatrical experience convince customers that Starbucks is now a contender in the ‘premium’ coffee market?

Around 90% of people worldwide consider spirits to be an affordable luxury. No longer is drinking vodka, rum and gin just a means of intoxication – it's an experience to be savoured. But with the definition of ‘craft’ unclear, is it becoming little more than a marketing tag?

Over 80% of UK adults agree that looking after their health is important and almost 50% will pay more for a low calorie drink. But we are a contradictory nation; sugary cola represents over half of all pop drunk. When and why are people choosing to drink healthy over swigging down a sugar hit?

PepsiCo's answer to Coke Life is a stevia-sweetened drink called Pepsi True that contains 30% less sugar than regular Pepsi. As people grow wary of what they're putting into their bodies, can Pepsi attract health-conscious drinkers with its green-coloured product?

The World Health Organization wants to bring sugar consumption down to 26-32 grams a day. Is this really attainable when a single can of cola contains 40g? The road ahead might be long and bitter, but the war against sugar has already started.

Energy drink sales are on a caffeine high at $27.5 billion worldwide. But in the depths of Germany's underground scene, naturally caffeinated Club-Mate is the only one to be found in the hands of clubgoers and hackers. How has it won the hearts and minds of the young with barely any advertising?