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.

PepsiCo’s carbonated water brand, Bubly, is launching a caffeinated version, giving people an easy way to get an on-the-go energy boost. With people increasingly seeking healthier ways to get a buzz, Bubly’s offering provides a wellness-focused alternative to traditional energy drinks.

Amid growing concern around diet-related diseases, Americans are losing their taste for sugary pop. Yet while they may be seeking healthier drinks, many people still crave that satisfying fizz – and Coca-Cola has tapped into this with the acquisition of Mexican sparkling water brand Topo Chico.