American restaurants and fast food outlets have long relied on soda-swiggers to boost profits. Dollar menus need the additional sales of fries and a Coke to make a profit. But as people wise up to the health implications of washing down dinner with pop, the food industry is losing money.

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.

The fizzy drinks industry has lost $4.5 billion in a decade, and suffered a 1.5 billion litre decline in sales in the past two years alone. Can low sugar, high sophistication soft drink DRY Soda do for the fizzy pop market what the craft movement has done for beer?

Wine has a high calorie count, cocktails are sugar-laden and beer makes you bloated. There may be a huge range of healthy soft drinks, but when it comes to alcohol it’s hard to drink guilt-free. Appealing to the calorie-conscious, Lovo blends coconut water and vodka for a healthy high.