We all remember the appearance of craft beer a few years ago. Consumers were crying out for something more inspiring on the shelf than your average beer brand, and producers listened. Along came quirky craft brands with an emphasis on flavour, character and humour that reverberated through a generation of young adults. Supermarkets quickly picked up on this and began to give shelf space to craft beers, fuelling the trend and targeting millennial shoppers.

Today, craft soft drinks are making waves in the drinks market in much the same way, and it’s soda brands who have all the power.