From the gym-goer swigging her mineral water to the Diet-Coke-a-day ritual, Brits love their soft drinks. Choice is ever increasing and the market is valued at £15.6 billion. As people become more health-obsessed, Carlsberg hopes to reposition non-alcoholic beer as a credible premium alternative to ice tea and soda. But will it work?

Individual freedoms are at the heart of Western society, but with economies reeling from greedy bankers, healthcare costs rising, and citizens outraged over media ethics, a new aspiration of control and responsibility has emerged.

Heineken has launched a new campaign that adopts the unlikely strategy of telling people to drink less. In the UK, a country that doesn’t often go in for half measures when it comes to booze, how will the message go down?

It might be not be growing as rapidly as the BRIC countries, but Mexico is on the brink of a consumer boom. Thanks to a perfect storm of positive social and economic conditions, middle class households are set to increase their spending by 7% every year between 2015 and 2020.