Sales of “spiked” or “hard” seltzers are on the up across the States, spawning memes and sayings that have become synonymous with stereotypical bro culture. Why have these canned fruity beverages captured the enthusiasm – and loyalty – of Gen Y men? And are they here to stay?

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.

Forgot rainbow shots and vintage jukeboxes, the American bar is enjoying a cultural renaissance. Drinkers across the country are being expertly served by a legion of drinking establishments that offer experiential adventures to audiences eager to drink up novel spirits and beautiful design.

While cannabis was once associated with stoner culture, changing attitudes and laws have put it firmly in the realm of wellness. Now Canadian company Truss is launching a CBD-infused spring water called Flow Glow, giving people an accessible way to explore its health benefits.