The US coffee market has seen a 3.8% growth in 2018. Americans' preference for artisan cups of Joe has been termed the "fifth wave business of coffee" – the practice of appreciating not just the product, but the quality of brand behind it, driven by more moderate drinking habits.

With 27% claiming they ‘cannot survive’ without a cup of java, Aussies are famously caffeine-crazy. Yet while they may have helped export third-wave café culture across the world – with artisanal chain Bluestone Lane taking off in the US – market saturation Down Under has hit some with coffee fatigue. In fact, one in ten Australians claim to feel embarrassed by their friends’ complicated coffee orders.

White Claw achieved an almost-universal status as the preferred drink of young Americans during the summer of 2019. The flurry of memes and rallying cries of “Ain’t no laws when you’re drinking Claws” show the far-reaching appeal of this health-conscious and easy-to-drink summer beverage.

Coca-Cola is upping the caffeine and lowering the sugar in its Coke Coffee, an energy-boosting twist to the signature beverage. While past innovations from the company have focused on flavor, this addition to its lineup addresses demand for more functional benefits from food and drink.