Considering that a third of Americans are now obese, the news that bottled water is set to overtake soda as the country’s most consumed beverage may sound like a healthy move. But are sales being driven by efforts to reduce waistlines or concerns about the safety of tap water?

If you think ‘1893’ sounds like a new craft lager, it means PepsiCo has hit its mark. It’s actually a new range of sodas that’s launching in the US, and by going for the premium, small-batch feel, the company hopes to cater to a young, adventurous consumer in search of a high-end experience.

Soft drinks are no longer just something to keep the kids quiet while the grown-ups quaff wine. There’s a new market opening up that’s far more sophisticated than just carbonated sugar water. But what can brands do to capitalise on alcohol moderation? And what do teetotallers look for at bars?

In 2013, the retail pop-up sector generated over £2 billion in turnover and employed more than 23,000 people. These temporary spaces are now a mainstay on British high streets, but are people tiring of them? And how can retailers make sure customers keep popping back for more?