With its glass bottle, mid-century typeface and metal cap, Caleb’s Kola looks like the kind of artisanal fizz you’d expect to buy in select parts of Brooklyn. But beneath its whimsical garb, Caleb means serious business: it’s the latest offering from soft drink giant Pepsi.

Just the word 'cola' brings to mind sugary drinks that you shouldn't really be drinking in large quantities. Seeking to overcome the mainstream preconceptions about its drinks segment, Gusto Cola is a craft brand offering something that 'pushes the right buttons' with consumers.

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?

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?