Thanks in no small part to Starbucks, syrup shots have become a regular feature in coffee cups across the globe. But in Utah, a predominantly Mormon state where alcohol and coffee are off limits, people are spiking their fizzy drinks with extra shots of sugary syrup.

From the gym bunny clutching her mineral water to the secret lemonade obsessive, Brits love their soft drinks. The market is massive; it’s valued at £15.6 billion in the UK alone. The first in a two-part series looks at our thirst for pure H20 and why we are keen on swigging premium drinks.

Fancy a refreshing glass of algae? Far from pond water, Austria-born Helga contains chlorella algae, which means that instead of an unhealthy sugar high, this soft drink promises to detox drinkers from the inside out. As it prepares to enter the UK, are young, healthy Brits ready to go green?

Soft drinks are no longer just something to keep the kids quiet while the grown-ups quaff wine. There’s a new market opening up that’s far more sophisticated than just carbonated sugar water. But what can brands do to capitalise on alcohol moderation? And what do teetotallers look for at bars?