Despite its humble origins in punk music, indie is now huge. From quirky film Juno, which had an indie aesthetic but made over $230 million, to art-house ads commissioned by an ice cream giant, what does indie mean today? And how can big brands successfully tap into it?

Whether coffee or chocolate, pizza or pencils, connoisseurship has become a pastime for the masses. But if anyone can become a connoisseur of anything, will the concept lose its mystique?

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?

Energy drink sales are on a caffeine high at $27.5 billion worldwide. But in the depths of Germany's underground scene, naturally caffeinated Club-Mate is the only one to be found in the hands of clubgoers and hackers. How has it won the hearts and minds of the young with barely any advertising?