From ‘drunk yoga’ to ‘no-shower happy hour’, fitness and indulgence no longer have to be separate entities. Exercising is not enough – people want to create a social event out of their workouts. With more choice than ever when it comes to fitness, what are the factors driving this Gen Y-led trend?

The craft beer boom isn’t just affecting what Americans buy at bars and in stores – for some enthusiasts, it’s reshaping the way they spend their free time. How are brewpubs, taprooms, and immersive events helping small, local brewers attract visitors from beyond their home state?

Sales of “spiked” or “hard” seltzers are on the up across the States, spawning memes and sayings that have become synonymous with stereotypical bro culture. Why have these canned fruity beverages captured the enthusiasm – and loyalty – of Gen Y men? And are they here to stay?

Razer has released a line of nootropic mental performance drinks for gamers who want a competitive edge while they’re playing. Given the rise in e-sports, Razer’s line of drinks addresses the cognitive activity that gaming demands, likening it to the exertion of physical sports.