In Russia, traditionally popular drinks such as vodka and beer are losing their appeal. Instead, people are increasingly switching to more sophisticated alternatives – particularly imported and sparkling wines. Almost half of Russians say they drink them at least twice a week.

While there may be some truth to the stereotype that Irish and Russian men drink excessively, with the former enjoying an average of four drinks per day and the latter more than five, new data from the World Health Organisation suggests they aren’t the world's biggest drinkers.

Craft beer has emerged as a strong industry contender in recent years, with microbrewery founders across the world getting down to business, trading their ‘staches for snappy suits. But now that major players have entered the game and hipster appeal has diminished, will it still be cool?

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?