Straight Up is an Aussie energy drink that avoids the in-your-face branding typically found in the category. Instead, the brand focuses on attracting people seeking a simpler approach to energy drinks, focusing on natural ingredients and health – avoiding the typical pitfalls.

Non-alcoholic brewery Heaps Normal is teeing up Dry July with an ad that pits the ‘beery’ taste of its drinks against the ‘dangerously boring’ alternative: water. As sober curiosity spreads, brands are trying to meet consumer expectations for non-alcoholic drinks that don’t compromise on taste.