Founded in 1964, Mountain Dew’s refreshing flavour and distinctive colouring have made it a cornerstone of America’s soft drink market. But as the industry slows and manufacturers seek out new ways to innovate, the old-school lemonade has had a craft makeover. Introducing DEWshine.

The information age has bred a new kind of consumer who seeks variety and adventure. From its drinks to its décor, cellar bar Whistling Shop immerses visitors in Old-London heritage while offering a familiar entry point.

Just like beer before it, spirits are getting the craft treatment. Tapping into the emphasis on quality over quantity, Diageo has launched an accelerator programme to raise the next generation of craft distilleries. But why isn’t Diageo just creating its own premium brand?

As luxury brands adapt to online, maintaining exclusivity is difficult. On UK online outlet Not Just a Label, people trade big names for one-off garments, buying into a subtler form of luxury. But how does it convince people to spend so much on labels they've never heard of?