Pop has gone from being a must-have health tonic to a drink with deadly potential. But the rise of healthy soda brands such as Culture Pop may serve to refresh its image. Health drivers in the market are heralding a new wave of sodas that promise benefits beyond a sugar high.

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.

Motivated by health and wellness, and turned off by an old-fashioned binge drinking culture, Gen Yers are drinking less and on the lookout for drinks that provide a buzz, but don’t leave any regrets the next day.