When scanning the soda aisle in the US people generally come across three flavours – cola, lemon and lime. Oh, and root beer. But DRY Soda founder Sharelle Klaus says tastes are changing, so she's created a soft drink with flavours that cater to more adventurous palates.

Using Twitter to offer career-anxious graduates access to hard-to-breach industries, Vitamin Water is not only making a connection with its audience, but developing strong associations with a new generation of rising talent.

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 people think of ice tea, sugary cans of Lipton often come to mind. But a new brand called Virtue is looking to shake up the iced tea category with a low-calorie drink it claims will generate £1 million within two years and rival coconut water with a more mainstream taste.